The impact of perceived interactivity on purchase intention in interactive video: a CAB-based chain mediation model of empathy, immersion, and arousal
IntroductionWith the rising popularity of interactive video content in China, understanding how interactivity influences consumer behavior has become increasingly important.MethodsThis study employs the Cognitive-Affective-Behavioral (CAB) model to construct a chain mediation framework, wherein perc...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2025-08-01
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| Series: | Frontiers in Communication |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1615509/full |
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