Drivers and Obstacles of Consumers’ Continuous Participation Intention in Online Pre-Sales: Social Exchange Theory Perspective

This study focuses on the factors influencing consumers’ continuous participation willingness in online pre-sale activities. Based on perceived value and social exchange theory, it analyzes how perceived benefits (including practical benefits, hedonic benefits, and social benefits) and perceived cos...

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Bibliographic Details

Published in:	Behavioral Sciences
Main Authors:	Ya Wang, Xiaodong Qiu, Jiwang Yin, Liya Wang, Rong Cong
Format:	Article
Language:	English
Published:	MDPI AG 2024-11-01
Subjects:	online pre-sale perceived benefits perceived costs product type continuous participation intention
Online Access:	https://www.mdpi.com/2076-328X/14/11/1094