Examining the effects of authenticity fit and association fit: A digital human avatar endorsement model
Jian Li, Jinsong Huang, Yaqi Li
Topics & Concepts
AvatarAssociation (psychology)Structural equation modelingPsychologySocial psychologyComputer scienceStatisticsMathematicsHuman–computer interactionPsychotherapistFace Recognition and PerceptionConsumer Behavior in Brand Consumption and IdentificationVirtual Reality Applications and Impacts