... effect between time pressure and product type, which is, under the influence of time pressure, the enhancement of low-involvement feeling products on consumer online impulse buying tendency is more significant. Originality/value This study discusses the interaction between time pressure and product...

...Yimin Zhu; Peipei Lin Purpose The purpose of this paper is to explore how the product type (hedonic product and utilitarian product) and reward type (hedonic gift and utilitarian gift) influence customer referral likelihood in referral reward program. Design/methodology/approach The authors...