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Keywords: Decision-making
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Journal Articles
International Journal of Sports Marketing and Sponsorship 1–21.
Published: 08 December 2025
...Kun Chang; Hyun-Woo Lee; Bo Yu Purpose The economic impact of virtual goods consumption in esports continues to rise, yet the underlying decision-making processes and consumption patterns remain underexplored. This study extends the Cognition-Affect-Conation framework to empirically examine how...
