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New marketing strategies for online group-buying business from a social interaction theory perspective
2022
Frontiers in Psychology
Companies that use online group-buying to get new business expansion opportunities at a price advantage are failing. Therefore, there is a need to develop new marketing strategies for group-buying companies to achieve market share and consumer favor. Given that consumers are society members, we used the social interaction theory to investigate the combination of factors that stimulate consumers' purchase intentions. Fuzzy-set Qualitative Comparative Analysis was performed to evaluate different
doi:10.3389/fpsyg.2022.953799
pmid:36148129
pmcid:PMC9486166
fatcat:6rrtlup6pve23a4ms7n3rqw4b4