Culture and Self-Congruity in Online Product Ratings: Exploring a Dual Perspective on Emotional Differences in the Pleasure and Pain of Consumption
The nature of the online shopping environment can cause uncertainty; thus, consumers use the product experiences and evaluations of others to make purchase decisions. In this study, we investigated whether online product ratings affect consumers’ consumption-related emotions. We also examined whethe...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2024-12-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/19/4/167 |
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