Expectancy Violations and Discontinuance Behavior in Live-Streaming Commerce: Exploring Human Interactions with Virtual Streamers

Virtual streamers, as a typical application of AI-enabled digital humans, are increasingly being utilized in live-streaming commerce due to technological advancements and industry innovations. Although virtual streamers present several benefits, there is potential for adverse effects when they do no...

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Bibliografische gegevens

Hoofdauteurs:	Yanhong Chen, Xiangxia Li
Formaat:	Artigo
Taal:	Inglês
Gepubliceerd in:	MDPI AG 2024-10-01
Reeks:	Behavioral Sciences
Onderwerpen:	live-streaming commerce virtual streamers expectancy violation discontinuance behavior distrust dissatisfaction
Online toegang:	https://www.mdpi.com/2076-328X/14/10/920
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