Toward an inclusive online marketplace: the inverted U-shaped effects of consumer resources and the role of institutional constraint

Junjun Cheng, Yimin Huang, Rongwei Chu

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Original languageEnglish
Title of host publicationMarketing on fire : burning questions, hot new mwthods, and practical ideas worth spreading
Subtitle of host publicationproceedings of the 2019 AMA Summer Academic Conference, August 9-11, 2019, Chicago, IL
EditorsKeisha Cutright, James Alvarez Mourey, Renana Peres
Place of PublicationChicago, IL
PublisherAmerican Marketing Association
Number of pages2
ISBN (Electronic)9780877570059
Publication statusPublished - 2019
EventThe American Marketing Association(AMA) Summer Academic Conference - Chicago, United States
Duration: 9 Aug 201911 Aug 2019

Publication series

NameAMA conference proceedings
PublisherAmerican Marketing Association


ConferenceThe American Marketing Association(AMA) Summer Academic Conference
Country/TerritoryUnited States


  • consumer resources
  • scarcity
  • hukou
  • institutional constraint
  • online shopping

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