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Keywords: Moderated mediation effect
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Journal Articles
Product information the more the better? A moderated mediation model to explain consumer purchasing intention in cross-border e-commerce
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Asia Pacific Journal of Marketing and Logistics (2023) 35 (11): 2601–2620.
Published: 02 May 2023
...Xianchuan Yang; Yin Ma; Jiashi Han Purpose The purpose of this paper is to identify the influence of product information on purchase intention and evaluate the moderated mediation effect of return policy leniency in cross-border e-commerce. Design/methodology/approach The methodology is to use...
Journal Articles
Change in brand attitude depending on fashion film type: the psychological mechanisms by engagement and consumer fantasy proneness
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2022) 34 (6): 1101–1122.
Published: 20 September 2021
... and examine the effects of different advertisement combinations Wu et al. (2020) To investigate the effect of consumer review consistency on attitude toward brands by mediating positive emotions and the moderated mediation effect of hedonic and utilitarian values The layout of online sites...
