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Based upon the theoretical perspective from Uses and Gratifications (U&G) theory, this study develops a nomological model to explain how incentivized gamification, hedonic presence, individual needs and platform synergy affect consumer active participation in the phenomena of online shopping carnival on singles' day in China. Data gathered from online shopping consumers in China through a large-scale...
Drawing upon social capital theory and the platform synergy perspective from systems theory, this study develops an explanatory model to explain how social capital, platform synergy and active participation affect consumer benefits in an online group buying (OGB) context. Data gathered from OGB consumers through a large-scale online survey is used to test the hypotheses. The conceptual model was validated...
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