...Powa Teodus Tovi; Joohwan Seo Purpose This study aims to investigate why experiential value attributes systematically outweigh functional and social value dimensions in driving purchase intentions for character-based virtual goods in F2P digital platforms. Drawing on the theory of consumption...

... Persuasion Legitimacy of Virtual Influencers (PPL-VI), examining associations with willingness to accept influence (WAI) and purchase intention (PI). Design/methodology/approach Study 1 developed PPL-VI through cue mapping, focus groups (N = 30) and expert interviews (N = 10). Study 2...

... image with product type affects consumer purchase intention and the underlying mechanisms. Design/methodology/approach Two scenario-based experiments were conducted. Study 1 (N = 180) used chicken-based dishes; Study 2 (N = 240) used beef-based dishes and measured emotional...

...Hongmei Duan; Ahmad Yahya Dawod; Guochao Wan Purpose This study aims to examine how perceived intelligence and perceived explainability, as two theoretically distinct AI-related perceptions, are associated with consumer trust and purchase intention in tourism platforms characterized by algorithmic...

...Ziyi Hua; Yingchao Lu; Qiuchao Li Purpose This study examines how AI-generated and human-delivered risk warnings influence consumers' purchase intentions toward ultra-low-priced tourism products. Drawing on signaling theory, it investigates the sequential mediating roles of source credibility...

... the moderating role of AI-based customer service in the relationships between brand loyalty (BL), customer experience (CE) and perceived service quality (PSQ) on consumer purchase intentions (PIs) within the context of Sri Lanka’s online fashion retail sector. Design/methodology/approach This study used...

...-adjusted pairwise comparisons and Structural Equation Modelling (CB-SEM). Findings According to the research results, different endorser types influence consumers' attitudes towards the brand, the endorser, and purchasing intention for the endorsed product differently. Moreover, consumers' attitudes...

...Tingting Isla Gong; Rui Guo Purpose This study aims to examine how different types of scarcity influence consumers’ purchase intentions by activating their authenticity schema. It further investigates the interaction effect between scarcity type (natural scarcity vs. constructed scarcity...

... transaction. It compares the behavioral effectiveness of BCRA with sustainable product design (SPD) and examines the psychological mechanisms through which these strategies influence consumers’ purchase intention, as well as the boundary role of green attitude. Design/methodology/approach A between...

...Shaofeng Yuan; Jinping Li Purpose This study examines an overlooked phenomenon in livestreaming commerce: compared with solo-streaming (a single streamer), dyadic co-streaming (a streamer with an opposite-sex assistant) may reduce purchase intentions among opposite-sex viewers. It further explores...

...Kunpeng Jing; Shuang Sun; Lele Chen Purpose This research aims to explore the impact of e-commerce live streaming elements, specifically streamer type (celebrity vs. corporate) and danmaku valence (positive vs. non-positive), on consumer purchase intention within the stimulus-organism-response...

...Tri Cao; Tien Hoang Nguyen Purpose This research examines how TikTok advertising content influences consumers’ purchase intention, highlighting the mediating roles of brand awareness and brand image, and the moderating roles of age and income groups. Design/methodology/approach Data were...

...Xia Wu; Wenyu Jiao Purpose Given the dual role of e-commerce streamers, that is both advertisers and reviewers, this study investigates how streamers’ two-sided product descriptions (TSPD) influence consumers’ purchase intention (PI) in the context of live-streaming. To further examine...

...Xiaohe Dai; Zhiyuan Huang; Li Wang Purpose This research aims to examine the impact of invoking science by artificial intelligence (AI) customer services on purchase intentions. Design/methodology/approach Four between-subjects experiments, with invoking science as the independent variable...

...Yunlong Xu; Xiuquan Deng Purpose This research explores how influencers’ social and physical attractiveness influences consumers’ purchase intentions within social media live streaming (SMLS). We specifically examine the roles of emotional attachment and immersive experience in this process, while...

...Dongeun Choi; Seeun Kim; Jungmee Kim Purpose This study uses self-disclosure theory to examine how different types of virtual influencers (VIs: popular vs iconic) interact with fashion brand corporate social responsibility (CSR) advertisements to influence consumers’ purchase intentions. Design...

.... Findings The findings indicate that social presence and professionalism both significantly enhance consumer trust, which in turn mediates their effects on purchase intention. Surprisingly, flow experience negatively moderates the relationship between trust and buying intention. Practical implications...

... influencer Credibility Parasocial interaction Computers Are Social Actors (CASA) theory Purchase intention Fashion There has been a recent emergence of virtual influencers (VIs) as unique players on social media platforms (Koles et al., 2024 ; Xu et al., 2024 ; Pu et al...

... how streamer nationality (country-of-origin vs local) and product characteristics (with vs without country-of-origin characteristics) interact to affect consumers’ purchase intentions in cross-border live streaming e-commerce. Design/methodology/approach Two 2 (streamer nationality: country...

...Joti Kumari; Yongzhong Yang; Jai Kumar Purpose This study investigates how product design incorporating traditional cultural heritage affects young consumers’ purchase intentions. Design/methodology/approach This study employs the partial least squares structural equation modeling (PLS-SEM...