Examining the Role of Online Reviews in Chinese Online Group Buying Context: The Moderating Effect of Promotional Marketing
Given the rapid growth of online group buying (OGB) market in China, this study was designed to examine the influencing mechanism of online reviews on Chinese consumers’ purchase intention in OGB context. A comprehensive model was developed based on technology acceptance model (TAM) and in...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2018-08-01
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| Series: | Social Sciences |
| Subjects: | |
| Online Access: | http://www.mdpi.com/2076-0760/7/8/141 |