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Keywords: Scarcity promotions
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Journal Articles
The impact of scarcity promotions in live streaming e-commerce on purchase intention: the mediating effect of emotional experience
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Asia Pacific Journal of Marketing and Logistics (2025) 37 (7): 1733–1749.
Published: 17 December 2024
...Rong Zhou Purpose This article investigates the impact mechanism of scarcity promotions in live streaming e-commerce on consumer purchase intention in the context of urban-rural and male-female divides in China, with emotional experience as the mediating variable. Design/methodology/approach...
