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Keywords: Livestream e-commerce
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Journal Articles
Journal of Research in Interactive Marketing 1–21.
Published: 06 July 2026
...Xin Peng; Defeng Yang; Yu Sun; Junbao Wu Purpose Human digital twins (HDTs) are increasingly used in livestream e-commerce, yet their effects on consumer interaction remain unclear. Drawing on schema congruity theory, this research examines how streamer format (live human vs. HDTs) and streamer...
