Open AccessONLINE PURCHASE PREFERENCE AND INDIVIDUAL CHARACTERISTICS: A MODERATION APPROACH
Author(s) -
Zhen Li,
Avus C. Y. Hou
Publication year - 2019
Publication title -
international journal of electronic commerce studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.196
H-Index - 9
eISSN - 2410-8588
pISSN - 2073-9729
DOI - 10.7903/ijecs.1694
Subject(s) - preference , moderation , affect (linguistics) , psychology , advertising , marketing , consumer behaviour , e commerce , business , social psychology , economics , microeconomics , computer science , communication , world wide web