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Keywords: Consumer acceptance intentions
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2026) 38 (7): 2015–2034.
Published: 05 September 2025
...Bingqin Han; Diyi Liu; Suntong Qi Purpose This paper aims to investigate the effects of various engagement strategies employed by Ai-avatar live streamer (ALS) on consumer acceptance intentions. Design/methodology/approach Using survey data from 3,066 respondents in China, this paper employs...
