Feeling Calm Or Excited: Measuring the Frequency of Shopping Using Mobile Shopping App
This study is based on ABC (affect, behaviour and cognition) Theory and uses a mobile shopping app to determine the effect of consumer characteristics (personality) and app characteristics as stimuli on shopping frequency, with the mediating effect of happiness (excitement and calm) and a moderating effect of situational factors.
Priyanka Gupta and Sanjeev Prashar (2018) ,"Feeling Calm Or Excited: Measuring the Frequency of Shopping Using Mobile Shopping App", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 73-73.
Priyanka Gupta, Indian Institute of Management Raipur, India
Sanjeev Prashar, Indian Institute of Management Raipur, India
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
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