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Keywords: Perceived novelty
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Journal Articles
Thai-Ha Luong, Hoang-Khoi Nguyen, James Cho, Agnieszka M. Koziel, Bao-Trang Nguyen Doi, Huu-Phuoc Bui
Journal:
Journal of Trade Science
Journal of Trade Science (2026) 14 (1): 25–41.
Published: 23 December 2025
... frivolous food trends. This study, therefore, aims to explore new viewpoints on Vietnamese consumers' engagement with the street food trend under the influence of social media, peers and their own sensory appeals, through the dual mediating roles of perceived novelty (freshness and excitement) and perceived...
