How do popularity cues drive impulse purchase in live streaming commerce? The moderating role of perceived power.

Front Psychol · 2022 · PMC9386244 · PMID 35992418

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an increasing trendno p-value reported

Finally, there is an increasing trend to apply human-like artificial intelligence (AI) service agents in improving consumers’ experience quality ( Pelau et al., 2021 ), which suggests the anthropomorphized virtual streamers can be used in the live streaming commerce.

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