Avatars in live streaming commerce: The influence of anthropomorphism on consumers' willingness to accept virtual live streamers
Hongquan Chen, Bingjia Shao, Xuemei Yang, Weiyao Kang, Wenfang Fan
Topics & Concepts
Moderated mediationModerationMediationAvatarPsychologyConstrual level theoryProduct (mathematics)Social psychologyLive streamingWillingness to acceptInteractivityAdvertisingWillingness to payBusinessComputer scienceWorld Wide WebMicroeconomicsHuman–computer interactionMultimediaSociologyEconomicsMathematicsGeometrySocial scienceAI in Service InteractionsDigital Marketing and Social MediaBehavioral Health and Interventions