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Keywords: Consumer perceptions
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Journal Articles
How consumer perceptions of virtual streamers affect purchase intention in live streaming commerce: based on cognition-affect-behavior model
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Asia Pacific Journal of Marketing and Logistics (2025) 37 (6): 1679–1695.
Published: 12 November 2024
...Min Qin; Mengmeng Liu Purpose Despite widespread use of virtual streamers, academic research on this subject remains limited. This study aims to explore the mechanisms by which consumer perceptions of virtual streamers influence consumer purchase intentions. Design/methodology/approach We used...
Journal Articles
Sales promotion: the role of equity sensitivity
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Asia Pacific Journal of Marketing and Logistics (2022) 34 (9): 1827–1848.
Published: 16 November 2021
... 04 2021 27 08 2021 19 10 2021 19 10 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Sales promotion Retail Consumer perceptions Equity sensitivity Purchase experience Over the last few decades, producers...
