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Keywords: Utilitarian 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
... and consumers’ perceived values is not supported. Furthermore, perceived utilitarian value and perceived hedonic value emerge as crucial factors significantly linked to consumers’ purchase intention, acting as essential mediators in the live streaming context. Originality/value This study highlights...
