Keywords: Product set granularity
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Journal Articles

Alignment matters: how the fit between product set granularity and streamer communication style reduces uncertainty and drives sales

Xiaoxiao Gong, Jinhong Wang, Chuanhui Wu, Yang Zhang
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics 1–17.
https://doi.org/10.1108/APJML-01-2026-0175
Published: 19 June 2026
...Xiaoxiao Gong; Jinhong Wang; Chuanhui Wu; Yang Zhang Purpose This study investigates how product set granularity (coarse vs. fine) and streamer communication style (cognitive vs. emotional) interact to influence purchase intention, mediated by product quality uncertainty and moderated by resource...
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Includes: Supplementary data
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
...Xiaoxiao Gong; Renhong Mao; Yang Zhang Purpose This study investigates how product set granularity (fine vs coarse) and streamer type (enterprise vs celebrity) shape consumer purchase intentions through the cognitive and emotional empathy pathways, moderated by consumer mindset (local vs holistic...
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Includes: Supplementary data
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