... livestreaming. Based on risk perception theory, this study aims to examine how streamer personality and product type together influence consumer purchase intentions for NEPs . Design/methodology/approach Three experiments were conducted across different cultural contexts. Study 1 (N = 240, China...

...Yan Li; Wei Chen; Jianxin Liu Purpose Metaverse is regarded as a virtual reality world driven by various scientific and technological advancements. The metaverse is bringing profound changes to enterprise marketing. This study aims to explore consumers’ value expectations and risk perceptions...

...Jing Li; Rui Ling; Fangjie Sun; Jinming Zhou; Haiya Cai Purpose This paper adds risk perception and personalized human-computer interaction to the technology acceptance model, and further analyzes the impact of personalized unmanned ride hailing on users' behavior intention. Design/methodology...

... Silva can be contacted at: pedrosilva@fe.uc.pt © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Marketing strategy Risk perception Luxury Involvement Social value Risk-taking theory Luxury has historically influenced consumer behaviours...

...Liang Xiang; Hyun Jung Park Purpose This study investigated the anthropomorphism of the pandemic virus and its downstream effects by examining how warnings trigger viewers' risk perceptions and motivate them to pursue protection. Design/methodology/approach Three experiments were conducted...