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Keywords: Stimulus–organism–response (S-O-R) framework
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Journal Articles
Asia Pacific Journal of Marketing and Logistics 1–19.
Published: 03 July 2026
...Yan Danni Liang; Jihye Kim; Jeffery Bray; Lixia Cai Purpose This study investigates the mechanisms by which product-related and experiential factors influence consumer behaviour in live streaming commerce. Drawing on the Stimulus–Organism–Response (S-O-R) framework, the research explores how...
