化妆品
情境伦理学
偶然性
广告
稀缺
电子商务
背景(考古学)
结构方程建模
业务
人际影响
营销
心理学
移动商务
人际交往
万维网
社会心理学
计算机科学
经济
医学
古生物学
哲学
认识论
病理
机器学习
生物
微观经济学
作者
Umair Akram,Aisha Rehman Ansari,Irfan Ulhaq,Yan Chen
标识
DOI:10.1016/j.jretconser.2023.103337
摘要
Using the S-O-R model, we investigate the impact of situational factors (interpersonal influence, visual appeal, and portability) on hedonic and utilitarian web browsing and expand the theory by exploring the moderating roles of scarcity and serendipity. Data were collected from 988 participants via an online survey. Structural equation modeling was performed using AMOS 23. The results show that the situational factors positively influence hedonic and utilitarian web browsing. Scarcity and serendipity have a significant moderating role in the relationship between hedonic web browsing, utilitarian web browsing, and cosmetics m-commerce purchase intention. This study hopes to provide a deeper understanding of consumer behavior and attitudes in the cosmetics market in the m-commerce context.
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