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Keywords: Psychological contract
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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
... of transactional psychological contract and relational psychological contract between consumers and virtual streamers, which further affects consumers’ purchase intention. Originality/value This study enriches the research on virtual streamers, facilitates their adoption and introduces the psychological...
Journal Articles
The influence of psychological contracts on exporter–distributor relationships and export venture performance: the conditional role of institutional distance
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Asia Pacific Journal of Marketing and Logistics (2024) 36 (3): 641–659.
Published: 12 October 2023
...Richa Chugh; Valerie J. Lindsay; Nicholas J. Ashill; Dave Crick Purpose This study explores the influence of informal “psychological contracts” (PCs), (as opposed to formal contractual relationships) on exporter–distributor relationships. Design/methodology/approach Data were obtained from...
