Browsing BI Open by Author "Feng, Jingjing"
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Co-creating multisensory e-commerce experiences: An exploratory study case on luxury products
Kong, Cindy Chelsea; Feng, Jingjing (Master thesis, 2021)This research aims to investigate whether giving customers control over the sensory cues can drive a higher willingness-to-pay (WTP) for luxury products in an online retail context. We assume that luxury brands can ...