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Search: "[ author: Feng Yu ]" (2)

1. Research on the influencing factors of e-commerce consumers' willingness to purchase fresh agricultural products based on a dual path model

Feng Yi, Feng Yu, Liu Ziyang, Vol. 26, No. 1, pp. 103-115, Feb. 2025
10.7472/jksii.2025.26.1.103
Keywords: Fresh agricultural products, Dual-pathway model (ELM), Purchasing intentions, influencing factors
2. Impact of Live Streaming on Green Purchase Intent: The Role of Environmental Debt

Feng yi, Feng yu, Liu ziyang, Vol. 25, No. 5, pp. 141-152, Oct. 2024
10.7472/jksii.2024.25.5.141
Keywords: live streaming strategy, Sense of environmental deficiency, Purchase intention