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Impact of viewer-streamer-content congruence on users' behavioral intention in virtual streaming: The moderating effect of role-playing

Yuangao Chen, Luonan Li, Wangyue Zhou. Impact of viewer-streamer-content congruence on users' behavioral intention in virtual streaming: The moderating effect of role-playing. Electronic Commerce Research and Applications, 70:101492, 2025. [doi]

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