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Keywords: Perceived competence
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Journal Articles
Journal of Product & Brand Management (2025) 34 (1): 84–103.
Published: 22 August 2024
... The research findings indicate that virtual anchors can trigger purchase intention, with perceived warmth and competence acting as mediating factors. Based on the utilitarian products and high certainty of consumer needs, the influence of perceived competence on purchase intention is augmented. Therefore...
