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Keywords: Form realism
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Journal Articles
Journal of Research in Interactive Marketing (2026) 20 (6): 830–846.
Published: 24 September 2025
...Yuan Yin; Sihua Xu Purpose The rise of artificial intelligence has promoted the application of virtual anchors in live-streaming commerce, raising debate over whether their visual design should closely resemble real humans. This research explores how form realism influences consumer purchase...
Journal Articles
Journal of Research in Interactive Marketing (2025) 19 (1): 132–157.
Published: 13 June 2024
... influence consumers' intentions to use the technology. Design/methodology/approach This research introduces five key concepts framed through the “computers-are-social-actors” (CASA) paradigm: form realism (FR), behavioral realism (BR), cognitive trust (CT), entertainment (EM) and chatbot usage intention...
