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...

Volledige beschrijving

Bibliografische gegevens

Hoofdauteurs:	Yao Lu, Guangming Li
Formaat:	Artigo
Taal:	Inglês
Gepubliceerd in:	MDPI AG 2026-06-01
Reeks:	Journal of Theoretical and Applied Electronic Commerce Research
Onderwerpen:	live streaming AI streamer persuasion knowledge model persuasive intent consumer suspicion purchase intention
Online toegang:	https://www.mdpi.com/0718-1876/21/6/195
Tags:	Voeg label toe Geen labels, Wees de eerste die dit record labelt!