The Impact of Virtual Streamer Anthropomorphism on Consumer Purchase Intention: Cognitive Trust as a Mediator
As an important tool for brand promotion and marketing, the status of virtual streamers is gradually improving, especially in the Chinese market with a huge Internet user base. Virtual streamer anthropomorphism has gradually become an important research content in the field of consumer behavior. How...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2024-12-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/14/12/1228 |
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