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Keywords: Attire
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Journal Articles
Journal of Research in Interactive Marketing 1–20.
Published: 16 March 2026
...Meilian Liu; Ming Zhao; Xin Mao; Manjiao Zhang Purpose This study aims to investigate how avatar attire and conversational style jointly influence consumers' perceived artificial intelligence (AI) trust and purchase intentions, considering the moderating role of relationship orientation. Design...
Includes: Supplementary data
