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Keywords: Affective response
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2025) 125 (6): 2043–2066.
Published: 04 April 2025
...Li Zhou; Jie Zhang Purpose This study aims to investigate the impact of different livestream types (specifically creative vs on-set) and product types (namely utilitarian vs hedonic) on consumers’ cognitive and affective responses as well as their satisfaction evaluation. Design/methodology...
