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Does humanlike AI nudge live-stream impulse buying? Dual moderation through consumers’ AI self-efficacy and AI self-competency

Year: 2026

Type: article

Study design: Observational Study

Source: Asia Pacific Journal of Marketing and Logistics

DOI: 10.1108/apjml-12-2025-2722

Authors: Wanyu Ma, Zefeng Shao, Kifayat Nahiyan Rafi, Nik Mohd Hazrul Nik Hashim, Mohammad Osman Gani

Institutions: Newcastle University, Urumqi Vocational University, National University of Malaysia, University Canada West

Language: English

Topic: AI in Service Interactions

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7204666540

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Cites: 58

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Related to: 10