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

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 proceeding › Conference proceeding contribution › peer-review

Original language	English
Title of host publication	Marketing on fire : burning questions, hot new mwthods, and practical ideas worth spreading
Subtitle of host publication	proceedings of the 2019 AMA Summer Academic Conference, August 9-11, 2019, Chicago, IL
Editors	Keisha Cutright, James Alvarez Mourey, Renana Peres
Place of Publication	Chicago, IL
Publisher	American Marketing Association
Pages	CO3-24-CO3-25
Number of pages	2
ISBN (Electronic)	9780877570059
Publication status	Published - 2019
Event	The American Marketing Association(AMA) Summer Academic Conference - Chicago, United States Duration: 9 Aug 2019 → 11 Aug 2019

Publication series

Name	AMA conference proceedings
Publisher	American Marketing Association
Volume	30

Conference

Conference	The American Marketing Association(AMA) Summer Academic Conference
Country/Territory	United States
City	Chicago
Period	9/08/19 → 11/08/19

Keywords

consumer resources
scarcity
hukou
institutional constraint
online shopping

Cite this

Cheng, J., Huang, Y., & Chu, R. (2019). Toward an inclusive online marketplace: the inverted U-shaped effects of consumer resources and the role of institutional constraint. In K. Cutright, J. A. Mourey, & R. Peres (Eds.), Marketing on fire : burning questions, hot new mwthods, and practical ideas worth spreading: proceedings of the 2019 AMA Summer Academic Conference, August 9-11, 2019, Chicago, IL (pp. CO3-24-CO3-25). (AMA conference proceedings; Vol. 30). American Marketing Association.

Cheng, Junjun ; Huang, Yimin ; Chu, Rongwei. / Toward an inclusive online marketplace : the inverted U-shaped effects of consumer resources and the role of institutional constraint. Marketing on fire : burning questions, hot new mwthods, and practical ideas worth spreading: proceedings of the 2019 AMA Summer Academic Conference, August 9-11, 2019, Chicago, IL . editor / Keisha Cutright ; James Alvarez Mourey ; Renana Peres. Chicago, IL : American Marketing Association, 2019. pp. CO3-24-CO3-25 (AMA conference proceedings).

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

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author = "Junjun Cheng and Yimin Huang and Rongwei Chu",

year = "2019",

language = "English",

series = "AMA conference proceedings",

publisher = "American Marketing Association",

pages = "CO3--24--CO3--25",

editor = "Keisha Cutright and Mourey, {James Alvarez} and Renana Peres",

booktitle = "Marketing on fire : burning questions, hot new mwthods, and practical ideas worth spreading",

address = "United States",

note = "The American Marketing Association(AMA) Summer Academic Conference ; Conference date: 09-08-2019 Through 11-08-2019",

}

Cheng, J, Huang, Y & Chu, R 2019, Toward an inclusive online marketplace: the inverted U-shaped effects of consumer resources and the role of institutional constraint. in K Cutright, JA Mourey & R Peres (eds), Marketing on fire : burning questions, hot new mwthods, and practical ideas worth spreading: proceedings of the 2019 AMA Summer Academic Conference, August 9-11, 2019, Chicago, IL . AMA conference proceedings, vol. 30, American Marketing Association, Chicago, IL, pp. CO3-24-CO3-25, The American Marketing Association(AMA) Summer Academic Conference, Chicago, United States, 9/08/19.

Toward an inclusive online marketplace: the inverted U-shaped effects of consumer resources and the role of institutional constraint. / Cheng, Junjun; Huang, Yimin; Chu, Rongwei.
Marketing on fire : burning questions, hot new mwthods, and practical ideas worth spreading: proceedings of the 2019 AMA Summer Academic Conference, August 9-11, 2019, Chicago, IL . ed. / Keisha Cutright; James Alvarez Mourey; Renana Peres. Chicago, IL: American Marketing Association, 2019. p. CO3-24-CO3-25 (AMA conference proceedings; Vol. 30).

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

TY - GEN

T1 - Toward an inclusive online marketplace

T2 - The American Marketing Association(AMA) Summer Academic Conference

AU - Cheng, Junjun

AU - Huang, Yimin

AU - Chu, Rongwei

PY - 2019

Y1 - 2019

KW - consumer resources

KW - scarcity

KW - hukou

KW - institutional constraint

KW - online shopping

UR - https://www.ama.org/wp-content/uploads/2019/11/2019-Summer-AMA-Proceedings.pdf

M3 - Conference proceeding contribution

T3 - AMA conference proceedings

SP - CO3-24-CO3-25

BT - Marketing on fire : burning questions, hot new mwthods, and practical ideas worth spreading

A2 - Cutright, Keisha

A2 - Mourey, James Alvarez

A2 - Peres, Renana

PB - American Marketing Association

CY - Chicago, IL

Y2 - 9 August 2019 through 11 August 2019

ER -

Cheng J, Huang Y, Chu R. Toward an inclusive online marketplace: the inverted U-shaped effects of consumer resources and the role of institutional constraint. In Cutright K, Mourey JA, Peres R, editors, Marketing on fire : burning questions, hot new mwthods, and practical ideas worth spreading: proceedings of the 2019 AMA Summer Academic Conference, August 9-11, 2019, Chicago, IL . Chicago, IL: American Marketing Association. 2019. p. CO3-24-CO3-25. (AMA conference proceedings).

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

Publication series

Conference

Keywords

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