As the distribution strategy, the bundle and add-on strategy has been widely applied to sell the base goods and add-on goods in retail markets. Meanwhile, the rapid growth of e-commerce has also forced more platforms to participate in the above strategies. Motivated by these, we consider three...

Purpose: Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media. ...

Purpose: Previous studies have considered customers' psychological responses to intelligent retail technology adoption, but have not considered how technology integration systems could promote the relationship between retailers and consumers. Based on the Stimulus–Organism–Response...