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Understanding Consumer Purchase Intention in Virtual Live Streaming: The Moderating Role of Anthropomorphism

Man Ji1

  • 1School of Economics and Management (School of Business), Huaibei Normal University, Huaibei 235000, China.

Behavioral Sciences (Basel, Switzerland)
|March 28, 2026
PubMed

Keywords:
anthropomorphismperceived agencyperceived experiencepurchase intentionvirtual live streaming

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