Drivers of Consumers Online Purchasing Intention in China on Singles’ Day

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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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Bibliographic Details
Main Author:	Zhao, Xiaqing
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2015
Online Access:	https://eprints.nottingham.ac.uk/28617/

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