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Journal Articles

Empathy in action: how product set granularity and streamer type can shape consumer purchase intentions through cognitive and emotional pathways

Xiaoxiao Gong, Renhong Mao, Yang Zhang
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics (2026) 38 (5): 1449–1465.
https://doi.org/10.1108/APJML-03-2025-0390
Published: 13 August 2025
... 2025 Product set granularity Streamer type Empathy Consumer mindsets Livestreaming commerce The Guizhou Provincial Postgraduate Innovation Fund Project 2024YJSKYJJ099 Guizhou University Laboratory for Collaborative Innovation in Digital Transformation and Governance GLSZ202414...
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