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The Impact of Virtual Streamer Anthropomorphism on Consumer Purchase Intention: Cognitive Trust as a Mediator

Chunyu Li1,2, Fei Huang1

  • 1Seoul Business School, aSSIST University, Seoul 03767, Republic of Korea.

Behavioral Sciences (Basel, Switzerland)
|January 8, 2025
PubMed

Keywords:
anthropomorphismcognitive trustlive streaming e-commercepurchase intentionvirtual streamer

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