Purpose: The purpose of this paper is to study the influence of perceived control on product preferences of consumers under self-threat. Design/methodology/approach: By conducting four experiments, this paper manipulated the participants’ self-threat and three sources of perceived control –...

With the boom in e-commerce live streaming in recent years, almost all walks of life have adopted e-commerce live streaming. Although the marketing form of e-commerce live streaming has fantastic potential, it cannot be a panacea for the digitalization of marketing. This study proposes that...

Purpose – The purpose of this paper is to identify and analyze factors influencing the mutual relationship between patients and medical units in the virtual environment. Since introduction of the internet and other electronic tools for medical services provision is at the very initial stage,...