AI vs. Human Streamers: How Digital Agents Shape Consumer Persuasion Processing in Live Streaming Commerce
Live streaming commerce is increasingly relying on high-intensity persuasive tactics, yet such tactics may activate consumers’ persuasion knowledge and trigger defensive processing. This research examines whether AI streamers mitigate this defense more effectively than human streamers. Drawing on th...
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| 主要な著者: | , |
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| フォーマット: | Artigo |
| 言語: | Inglês |
| 出版事項: |
MDPI AG
2026-06-01
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| シリーズ: | Journal of Theoretical and Applied Electronic Commerce Research |
| 主題: | |
| オンライン･アクセス: | https://www.mdpi.com/0718-1876/21/6/195 |
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