Keywords: Flow theory
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Journal Articles
British Food Journal (2025) 127 (11): 4161–4186.
Published: 14 August 2025
... in a novel way. Design/methodology/approach This study builds upon the stimulus-organism-response (S-O-R) framework. It incorporates insights from flow theory and perceived value theory to examine how emotional immersion and cognitive evaluation influence consumer purchase intentions in the context...

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