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Keywords: Playfulness
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Journal Articles
International Journal of Retail & Distribution Management (2026) 54 (1): 45–59.
Published: 06 November 2025
...Md. Shahinur Rahman; Md. Mahiuddin Sabbir; Jing Zhang Purpose This study examines the impact of digital assistants' emotional stimuli (i.e. aesthetics and playfulness) on customer pleasurable experience (CPE) and purchase intentions within the boundary condition of customer engagement. Design...
Includes: Supplementary data
