AUTHOR=Wang Yong , Qi Manci , Parsons Liz , Tsai Fu-Sheng 

TITLE=Service Marketing in Online Shopping Platform: Psychological and Behavioral Dimensions

JOURNAL=Frontiers in Psychology

VOLUME=12

YEAR=2021

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2021.759445

DOI=10.3389/fpsyg.2021.759445

ISSN=1664-1078

ABSTRACT=<p>This conceptual analysis critically discusses how service marketing is workable for online shopping platforms and how important service-related and influenced factors played their roles the aforementioned issue. The concepts of service, service marketing, and related factors were re-visited, or at least reflected, in the new context of online platforms. Mostly, we framed the essence and importance of those discussed factors from the psychological and behavioral angles. Implications for theory, practices, and policy-making were offered seriously.</p>