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Keywords: 3C matching
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Journal Articles
What kind of customers, commodity and context matching produces high consumer loyalty? – fsQCA research based on social cognitive theory
Available to Purchase
Asia Pacific Journal of Marketing and Logistics 1–20.
Published: 09 October 2025
... of their personal characteristics, shopping experiences and the context of the live-streaming environment. This study constructs a research framework from the perspective of customers, commodity and context (3C) matching to an understanding of consumer behavioral loyalty. Design/methodology/approach Based...
