Applying S-O-R Theory to Examine Vietnamese Consumers’ Online Group Buying Behavior: Moderating Roles of Perceived Risk and Herding Tendency
碩士 === 國立成功大學 === 國際經營管理研究所碩士班 === 101 === This study applies the Stimulus-Organism-Response (S-O-R) theory to examine the mechanisms through which customers’ perceived value might influence their online group buying behaviors. Specifically, the mediating roles of emotional states of pleasure and ar...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Others |
| Language: | en_US |
| Published: |
2013
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| Online Access: | http://ndltd.ncl.edu.tw/handle/51813439025292145155 |