Keywords: Ethicality of merchant strategy
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Journal Articles
Internet Research (2025) 35 (3): 1002–1028.
Published: 17 May 2024
...Yuanyuan Wu; Liuyan Chen; Eric W.T. Ngai; Pengkun Wu Purpose The objective of this study is to investigate the interaction effect between incentive type (financial and compassionate incentives) and the ethicality of merchant strategy on consumer willingness to post positive reviews, while also...

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