Unpacking Consumer Resistance Toward Virtual Streamers: Asymmetric Effects of Innovation Barriers in Live Streaming Commerce
Year: 2026
Type: article
Source: Journal of Consumer Behaviour
DOI: 10.1002/cb.70122
Authors: Zhucheng Shao, Jessica Sze Yin Ho, Ian Phau
Institutions: Heriot-Watt University Malaysia, Curtin University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: closed
OpenAlex ID: W7126204202