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More Realistic, More Better? How Anthropomorphic Images of Virtual Influencers Impact the Purchase Intentions of Consumers

A growing number of enterprises are using virtual influencers on livestreaming e-commerce platforms to extend the duration for which live streamers stay online. This article uses the uncanny valley phenomenon to investigate the effects of the level of anthropomorphization of images of virtual influe...

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Principais autores: Siyu Pan, Zhouyao Qin, Yiwei Zhang
פורמט: Artigo
שפה:Inglês
יצא לאור: MDPI AG 2024-11-01
סדרה:Journal of Theoretical and Applied Electronic Commerce Research
נושאים:
virtual influencers
image anthropomorphism
algorithmic aversion
self-efficacy
consumer purchase intention
גישה מקוונת:https://www.mdpi.com/0718-1876/19/4/157
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