This study estimates a path model to examine the relationships among marketing mix elements, brand attitudes and purchase intentions, and compares the path models between global and domestic SPA brands. For this study, four SPA brands, including domestic brands (Codes Combine and Who-a-u) and...

This study attempts to examine the influence that negative WOM (NWOM) has in an online context. It specifically focuses on the impact of the service failure description and the perceived intention of the communication provider on consumer evaluations of firm competence, attitude toward the firm,...

This study explores the relationship among product attributes, web browsing, and impulse buying for apparel products in the Internet context. University students completed a total of 356 usable questionnaires. Data analysis was conducted using confirmatory factor analysis and structural equation...

Purpose: This study aims to explore the impact of the use of the WeChat Mini Program by luxury brands on consumers' fashion impulsive purchasing and brand loyalty. Design/methodology/approach: The stimulus–organism–response (S–O–R) model is adapted to construct a model (i.e. stimulus:...

Purpose: Due to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study...