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Beyond Words: How Streamers’ Dynamic Nonverbal Cues Increase Consumer Purchase Behavior Through Viewer Immersion

Live-streaming commerce has become a routine channel for merchants, and streamers’ nonverbal cues are closely associated with consumer responses and conversion. Drawing on real live-streaming settings, this study examined the relationship between streamers’ nonverbal cues and consumer purchase behav...

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Principais autores: Xiaochen Liu, Tianyang Ma, Qianqian Han, Qiang Yang
Format: Artigo
Sprog:Inglês
Udgivet: MDPI AG 2026-03-01
Serier:Journal of Theoretical and Applied Electronic Commerce Research
Fag:
live-streaming commerce
nonverbal cues
immersion
purchase intention
multimodal analytics
Online adgang:https://www.mdpi.com/0718-1876/21/4/106
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