Identity of virtual streamers: The interactive effect of virtual streamer type and product type on purchase intention

Authors

Yanhong Chen, School of Information Science, Guangdong University of Finance & Economics, Guangzhou 510320, China
Yaner Yang, School of Information Science, Guangdong University of Finance & Economics, Guangzhou 510320, ChinaFollow

Recommended Citation

Chen, Yanhong and Yang, Yaner, "Identity of virtual streamers: The interactive effect of virtual streamer type and product type on purchase intention" (2025). WHICEB 2025 Proceedings. 65.
https://aisel.aisnet.org/whiceb2025/65