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Feng Shui principles have a significant impact on consumers’ housing selection in Chinese societies. However, the importance of such beliefs in consumer's decision‐making processes has not been investigated in previous studies. Thus, an analytic hierarchy process was adopted to identify the importance of Feng Shui principles in the selection of residential properties. Furthermore, based on the theoretical...
This study attempts to elaborate the consequences of perceived risk by taking the moderating effects of decision‐making style (i.e., involvement vs. heuristics) into account in the context of online shopping. The integrated model is tested repeatedly in diverse purchasing situations with different Web presentation styles and product categories. The findings indicate that perceived risk toward the...
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