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Keywords: “Guzi” consumption
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–19.
Published: 12 January 2026
...Miao Zhao; Lini Zhang Purpose Based on the theory of symbolic consumption and the theory of reasoned action, this study aims to explore how “self-pleasure” (self-satisfaction) and “pleasing others” (social identity) influence impulsive consumption within the context of “Guzi” consumption in anime...
