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Online purchase intention in Chinese social commerce platforms: Being emotional or rational?
Institution:1. Faculty of Management, University of Tehran, Iran;2. Birkbeck, University of London, United Kingdom;3. Department of Marketing, C. Vackar College of Business and Entrepreneurship, The University of Texas Rio Grande Valley, United States;4. State University of New York Polytechnic Institute, United States;1. Head of Big Innovation Centre, Middle East;2. Department of Business Administration, College of Business and Administration, Princess Nourah bint Abdulrahman University, Saudi Arabia
Abstract:
Keywords:Online purchase intention  Hedonic motivations  Utilitarian motivations  Social value  eWOM  Customer engagement  Social learning theory and China
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