微信红包，消费者抢还是不抢——基于参与动机与心理抗拒中介模型的解释
李东进，刘建新，马明龙，张成虎
Wechat Envelop, Do Consumers Grab or not—An Explanation Based on Mediating Role of Participation Motivation and Psychological Reactance
Li Dongjin, Liu Jianxin, Ma Minglong, Zhang Chenghu
营销科学学报
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2016, (1): 18
-37
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