... influences consumer online purchase intention, considering the direct effects and moderating influence of factors including attractiveness, emotional appeal, trustworthiness, Electronic Word-Of-Mouth (E-WOM), and perceived relevance. Design/methodology/approach This study recruited 470 active TikTok...

... retail therapy factors (e.g. the aesthetics of web design and attractiveness of the models) affect consumers’ ATO. In particular, the authors examined the mediation of positive mood reinforcement (PMR) and negative mood reduction (NMR). Findings The results indicated that aesthetics has a significant...