Sustainability of China’s Singles Day Shopping Festivals: Exploring the Moderating Effect of Fairness Atmospherics on Consumers’ Continuance Participation

Sustainability of China’s Singles Day Shopping Festivals: Exploring the Moderating Effect of Fairness Atmospherics on Consumers’ Continuance Participation

Singles Day Shopping Festival (SDSF) is one of the most influential online sales events in China. As a big production and even a well-known brand, SDSF has its own design, image, performance, and life cycle. Consumer satisfaction and continuous participation play an important role in the sustainable...

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Bibliographic Details
Main Authors: Jingyu Li, Anding Zhu, Dongsheng Liu, Wenmin Zhao, Yi Zhou, Yahui Chen, Yanni Liu, Nan Sun
Format: Article
Language:English
Published: MDPI AG 2020-03-01
Series:Sustainability
Subjects:
sustainable marketing
sustainable production
online shopping festival
fair atmospherics
sor model
expectation-confirmation theory
emotional satisfaction
continuance participation intention
Online Access:https://www.mdpi.com/2071-1050/12/7/2644

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https://www.mdpi.com/2071-1050/12/7/2644

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