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Keywords: Flow consciousness
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Journal Articles
When the thrill lingers: how post-purchase flow consciousness shapes live-stream shopping engagement
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (4): 801–821.
Published: 22 January 2026
...Deng-Hua Yuan; Ruolin Deng; Zhibin Lin Purpose This paper aims to examine how flow consciousness influences engagement, regret and enjoyment in live-streaming commerce, uncovering the emotional mechanisms involved and how lenient return policies moderate these effects. Design/methodology...
