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Keywords: Immediate product return behavior
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2026) 126 (4): 1426–1447.
Published: 09 December 2025
... process, potentially influencing immediate return behavior. This study aims to explore how hyperbolic marketing by streamers affects consumer purchase behavior and immediate product return behavior. Design/methodology/approach This study established a model based on dual-process theory and cognitive...
