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Keywords: Hedonic value
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (2): 237–257.
Published: 08 April 2025
... intention through perceived utilitarian and hedonic values. This paper aims to provide an overview of the influential mechanisms of live streaming on customers’ behaviors. Design/methodology/approach The study involves 441 respondents as survey participants, employing a five-point Likert scale for data...
