Research on consumer ethnocentrism (CE) has increased worldwide in various academic
disciplines and business sectors due to the rise of globalization and cross-border trade in …

The study examined influencing factors that affect Chinese consumers' attitude towards
purchasing foreign luxury fashion goods online. Data were collected in mainland China. A …

Purpose The clothing industry is one of the earmarked industries in many countries following
the rising demand and consumption of clothing products among millennials. Malaysia and …

This paper conducts research on the interaction between ethnic minority group (EMG) live
streamers and online consumers, aiming to present how EMG live streamers' appearance …

Social media‐based interactions between consumers and firms have received considerable
attention in recent years. Despite significant interest in this phenomenon, little is known …

This study verifies a model linking the relative advantage and complexity of mobile shopping
apps with perceived value and behavioral intentions. It also investigates the moderating role …

The younger generation is the largest Internet user group in China. They are the first
generation to grow up with computers, the Internet, smartphones, online social media, and …

This research aims to create a framework for ethnic minority groups (EMG) in building visual
and aural short video content on social media platforms (SMPs). As the concept of …

Purpose Digital games have not only surged in popularity but also have sparked a
renaissance, catapulting virtual adventures into the realm of cultural phenomena. It has …

The relationship between public investment and population migration is a classic topic in
developing regions. With social and economic development, the role of public health …