Pan, Huifeng; Ha, Hong-Youl - In: International Journal of Contemporary Hospitality Management 34 (2021) 2, pp. 601-622
Purpose: This study aims to explore the moderating outcomes of mobile promotions in three parts. First, Study 1 is conducted to discover the moderating effect of mobile promotions when consumers initially purchase a restaurant service. Second, Study 2 investigates how the promotion level during...