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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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Principais autores: Yanhong Chen, Xiangxia Li
Formato: Artigo
Idioma:Inglês
Publicado em: MDPI AG 2024-10-01
coleção:Behavioral Sciences
Assuntos:
live-streaming commerce
virtual streamers
expectancy violation
discontinuance behavior
distrust
dissatisfaction
Acesso em linha:https://www.mdpi.com/2076-328X/14/10/920
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