Cognitive and Affective Appraisal of Online Impulse Buying: a Multi-Mediation Approach

Rajat Subhra Chatterjee,Irfan Hameed,Tat-Huei Cham

JOURNAL OF MARKETING ANALYTICS（2024）

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关键词
Hedonic shopping motivation,Consumer behaviour,Need for touch,Online impulse buying,Visual appeal,Website credibility
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