The effect of anthropomorphic features of virtual streamers on consumers' purchase intention-The mediating role of sense of trust

Authors

Yang Tong, Jiangsu University of Science and Technology, Zhenjiang Jiangsu 212000, CHINA
Yajing Diao, Jiangsu University of Science and Technology, Zhenjiang Jiangsu 212000, CHINAFollow
Bingxue Liu, Jiangsu University of Science and Technology, Zhenjiang Jiangsu 212000, CHINA

Recommended Citation

Tong, Yang; Diao, Yajing; and Liu, Bingxue, "The effect of anthropomorphic features of virtual streamers on consumers' purchase intention-The mediating role of sense of trust" (2024). WHICEB 2024 Proceedings. 22.
https://aisel.aisnet.org/whiceb2024/22