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Keywords: Content creativity
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Journal Articles
International Journal of Retail & Distribution Management (2025) 53 (2): 182–198.
Published: 19 November 2024
..., it remains unclear understanding of the mechanism of impulse buying in IBEC from the current literature. This study aims to examine how content creativity encourages impulse buying intention though attitude, and whether the effect is moderated by consumers’ online shopping experience. Design/methodology...
