... and threat affect consumer engagement and subsequent shopping outcomes by using perceived warmth as a moderator. Design/methodology/approach The study uses a two-wave time-lagged survey design with 276 consumers using the AI Jingdong Jingyan chatbot on Jingdong Worldwide. Data analysis combines partial...

... In this research, three different studies were carried out to elucidate the impact of virtual anchors on purchase intention. Study 1 evaluated the core impact of an animal-human-like and all-human-like virtual anchor on purchase intention, as well as the mediating role of perceived warmth and competence. Studies 2...