How online shopping festival atmosphere promotes consumer participation in China
Xie, Yoon and Choo, Fashion and Textiles 10(1), 2023, article 5. Structural equation modelling of data from 239 young consumers in their 20s and 30s. Promotional, entertaining and social interaction atmospheres each increased excitement, which strengthened intention to keep participating. Perceived time pressure moderated the links, most strongly between entertaining atmosphere and excitement, then social interaction and excitement.
Xie, Yoon and Choo, Fashion and Textiles 10(1), 2023, article 5. Structural equation modelling of data from 239 young consumers in their 20s and 30s. Promotional, entertaining and social interaction atmospheres each increased excitement, which strengthened intention to keep participating. Perceived time pressure moderated the links, most strongly between entertaining atmosphere and excitement, then social interaction and excitement.
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Xie, J., Yoon, N., & Choo, H. J. (2023). How online shopping festival atmosphere promotes consumer participation in China. Fashion and Textiles, 10(1), 5. doi:10.1186/s40691-022-00325-5 https://doi.org/10.1186/s40691-022-00325-5