Hofstede’s Collectivistic Values and Sustainable Growth of Online Group Buying
This study investigates the moderating effects of consumer personality traits and the mediating effects of social influence susceptibility in consumers on the relationship between individuals’ cultural orientations and intentions toward online group buying (OGB). The Big Five personality d...
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2019-02-01
|
| Series: | Sustainability |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2071-1050/11/4/1016 |