Drivers of Consumers Online Purchasing Intention in China on Singles’ Day
Purpose – The purpose of the present study is to understand the drivers of Chinese consumers online purchase intention on Singles’ Day so as to aid e-retailers in working out marketing programs that can help increase sales on that day. Methodology – Data were collected from 214 Chinese consumers...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2015
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| Online Access: | https://eprints.nottingham.ac.uk/28617/ |