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Updated: Jul 17, 2026

How Virtual Celebrity Characteristics Drive Purchase Intention: Testing the Stimulus-Organism-Response Framework with Structural Equation Modeling
07:35

How Virtual Celebrity Characteristics Drive Purchase Intention: Testing the Stimulus-Organism-Response Framework with Structural Equation Modeling

Published on: March 3, 2026

Engaging the digital consumer: examining how live e-commerce features shape psychological contracts and loyalty

Kan Lu1, Hong Chen2, Maria Hamayun3

  • 1School of Management, Jingzhou University, Jingzhou, 434020, Hubei, China.

BMC Psychology
|July 16, 2026
PubMed

Keywords:
Consumer BehaviorInteractivity; AuthenticityLive E-CommercePsychological Contracts

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