Drivers and Obstacles of Consumers’ Continuous Participation Intention in Online Pre-Sales: Social Exchange Theory Perspective
Sign Up to like & getrecommendations! Published in 2024 at "Behavioral Sciences"
DOI: 10.3390/bs14111094
Abstract: This study focuses on the factors influencing consumers’ continuous participation willingness in online pre-sale activities. Based on perceived value and social exchange theory, it analyzes how perceived benefits (including practical benefits, hedonic benefits, and social… read more here.
Keywords: online pre; pre sales; continuous participation;