This Is AuburnElectronic Theses and Dissertations

Browsing Auburn Theses and Dissertations by Author "Dai, Bo"

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The Impact of Online Shopping Experience on Risk Perceptions and Online Purchase Intentions: The Moderating Role of Product Category and Gender 

Dai, Bo (2007-12-15)
This study investigated how consumers’ previous online shopping experience influences their perception of product, financial, and privacy risk associated with online shopping. Consumers’ previous online shopping experience, ...

The Impact of Perceived Price Fairness of Dynamic Pricing on Customer Satisfaction and Behavioral Intentions: The Moderating Role of Customer Loyalty 

Dai, Bo (2010-07-12)
Applying theories and principles rooted in consumer behavior including equity theory and distributive justice, the current research presents a conceptual framework to explain the formation of price fairness perceptions ...