Drivers of Impulsive Purchase Intention in Fresh Fruit Live-Streaming Commerce: The Mediating Roles of Perceived Value and Positive Emotions

SSRN Electronic Journal 2026 Preprint Open access

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Authors: Jiaxiang Hu, Caoyu Fan, Lukai Zhang

DOI: 10.2139/ssrn.6142673

Cited by: 1

References: 17

Fields of Study & Subjects

Consumer Retail Behavior Studies Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty

References 17