Business

Impulse control during the online shopping frenzy in China: the role of consumer inertia

J. Y. Shiu, G. Wei, et al.

This groundbreaking research by Jerry Yuwen Shiu, Guohang Wei, and Hsiu-Hua Chang delves into impulse control during China's online shopping festival. It reveals how positive electronic word-of-mouth influences impulse buying, highlighting the crucial role of consumer inertia in enhancing decision quality and curbing impulsive behavior.

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