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Keywords: Product type
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Journal Articles
Journal of Research in Interactive Marketing 1–19.
Published: 09 July 2026
...Jianguo Wang; Tao Xiao; Jingshu Yang; Nianqi Deng Purpose This study aims to examine how intelligent service agent (ISA) appearance (human-like vs. machine-like), product type (utilitarian vs. social), and interaction frequency (high vs. low) jointly shape consumer responses to AI-generated...
Includes: Supplementary data
Journal Articles
Journal of Research in Interactive Marketing (2011) 5 (2-3): 189–202.
Published: 07 June 2011
...Cheng‐Hsi Fang; Tom M.Y. Lin; Fangyi Liu; Yu Hsiang Lin Purpose Strong evidence suggests that word‐of‐mouth (WOM) communication varies in its influence according to product type; however, empirical research remains deficient. The purpose of this paper is to propose a procedural model to examine...
