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1-2 of 2
Keywords: Calculative commitment
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Journal Articles
What makes viewers loyal toward streamers? A relationship building perspective and the gender difference
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2024) 36 (10): 2324–2353.
Published: 23 April 2024
... to test the research hypotheses. Findings The results indicate that all four streamer attributes (expertise, authenticity, attractiveness, and homophily) have a positive influence on swift guanxi, and swift guanxi is effective in predicting both calculative commitment and affective commitment...
Journal Articles
Do relational benefits influence commitments and loyalty in a non-contract mechanism?
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2023) 35 (8): 2012–2028.
Published: 13 December 2022
... and special treatment), commitment (affective and calculative) and long-term orientation (LTO). Findings The findings of the study show that core, social and special treatment benefits influence calculative commitment, and operational and special treatment benefits influence affective commitment...
