Work

Virtual vs. Human Streamers in Live‐Streaming Commerce: How Attachment Styles Influence Purchase Intention

Year: 2026

Type: article

Source: Journal of Consumer Behaviour

DOI: 10.1002/cb.70169

Authors: Xu Yan, Huam Hon Tat, Yongsheng Zhou

Institutions: Universiti Putra Malaysia, Putra Business School, Chongqing Vocational College of Light Industry, Kuala Lumpur University of Science & Technology, Chongqing University of Science and Technology

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7160074910

FWCI: 37.19

Cites: 34

Cited by: 3

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