Huang, Jing; Guo, Yulang; Wang, Cheng; Yan, Lei - In: Journal of Contemporary Marketing Science 2 (2019) 2, pp. 155-175
Purpose: The purpose of this paper is to examine the role of online review’s tactile cues in consumer’s purchase intention, given the absence of direct experience in online shopping. Design/methodology/approach: Based on four empirical studies, the authors examine the role of online...