Ma, Shuzhong; Ye, Xiaohong; Pan, Gangjian - In: Digital economy and sustainable development 1 (2023) 1, pp. 1-17
There are many differences between cross-border e-commerce and offline stores, and situational factors have a great impact on consumer behavior. We construct the influencing factor model of competitive brand spillover effect by using 337 questionnaire data to explore whether there are...
