Keywords: Hassle cost
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2026) 38 (5): 1485–1512.
Published: 07 October 2025
...Tong Wang; Mabel C. Chou Purpose This study aims to explore the strategic decisions manufacturers make when balancing the abilities of live-streamers against the extra value and hassle costs they create for consumers across various product types. Design/methodology/approach The research...

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