Digital Emotional Bonds: How Virtual Anchor Characteristics Drive User Purchase Intention in Livestreaming E-commerce
In the digital era, livestreaming e-commerce has emerged as a new frontier in the industry due to its unique advantages. However, human anchors face time, energy, and sustained high-intensity output limitations. The emergence of virtual digital personas offers a new solution for the livestreaming e-...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2025-06-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440251342981 |
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