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
Li Dongjin, Business School of Nankai University.
Liu Jianxin, Business School of Nankai University; Econimics and Managemtn School of Southwest University.
Ma Minglong, Business School of Nankai University.
Zhang Chenghu, Business School of Nankai University.
Li Dongjin, Liu Jianxin, Ma Minglong, Zhang Chenghu. Wechat Envelop, Do Consumers Grab or not—An Explanation Based on Mediating Role of Participation Motivation and Psychological Reactance[J]. Journal of Marketing Science, 2016, 12(1): 18-37.