Role of local presence in online impulse buying.
Information & Management(2017)
摘要
•Perceptions of local presence increase when products are presented in a vivid and interactive manner in a web store.•Perceptions of local presence increase the urge to buy impulsively through increased product affect.•Although local presence reduces perceived product risk, product risk does not inhibit the urge to buy impulsively.
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关键词
Impulse buying,Online product presentation,Local presence,Vividness,Interactivity
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