Phan Duy Hung; Vu Huy Thong; Pham Van Tuan; Nguyen Huu … - In: Cogent business & management 11 (2024) 1, pp. 1-26
Online retailing has been growing significantly. However, electronic retailers have still encountered some issues related to consumer psychology and potential risks besides the widely acknowledged advantages of the online channels. This current study extends the PPM (Push-Pull-Mooring) framework...