Avatars in live streaming commerce: The influence of anthropomorphism on consumers' willingness to accept virtual live streamers

Hongquan Chen, Bingjia Shao, Xuemei Yang, Weiyao Kang, Wenfang Fan. Avatars in live streaming commerce: The influence of anthropomorphism on consumers' willingness to accept virtual live streamers. Computers in Human Behavior, 156:108216, 2024. [doi]

Abstract

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