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- Tác giả: Phan Hải Vi
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 123 p.
- Tóm tắt: Drawing upon the S-O-R framework and Flow theory, this study utilizes PLS-SEM to analyze the impact of celebrity streamer characteristics on impulsive buying behavior within the personal care industry in Ho Chi Minh City. The findings confirm that while social presence only influences the flow state, interactivity and entertainment serve as critical stimuli that directly drive impulsive purchases and enhance the flow experience, which acts as a pivotal mediating factor. Consequently, the research ...
- Từ khóa: Flow experience; Impulsive buying; Celebrity streamers; Personal care industry
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