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Keywords: Mobile shopping app
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2026) 30 (1): 20–48.
Published: 13 August 2025
...Chung-Kuang Hou Purpose This study examines how the overall experience provided by mobile shopping apps influences impulse buying behavior in the context of fast fashion retailers. Specifically, it explores the impact of experiential marketing on consumer behavior, focusing on impulse buying...
