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Keywords: Interactivity
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Journal Articles
International Journal of Contemporary Hospitality Management (2026) 38 (13): 239–263.
Published: 30 July 2026
...Teng Yu; Zhaokang Zeng; Teng Liu; Chengliang Wang Purpose This study aims to investigate how anthropomorphic design (appearance and behavior) and interactivity (viewer–streamer and viewer–viewer) among artificial intelligence ( AI )-driven virtual streamers influence consumer purchase intention...
Includes: Supplementary data
