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Keywords: Live shopping
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Journal Articles
Daniel Costa Pacheco, Ana Isabel Damião de Serpa Arruda Moniz, Suzana Nunes Caldeira, Osvaldo Dias Lopes da Silva
Young Consumers: Insight and Ideas for Responsible Marketers 1–23.
Published: 19 August 2026
...Daniel Costa Pacheco; Ana Isabel Damião de Serpa Arruda Moniz; Suzana Nunes Caldeira; Osvaldo Dias Lopes da Silva Purpose This study aims to examine susceptibility to impulse buying among Generation Z consumers in live shopping. It focuses on perceived value, serendipity and perceived scarcity...
