J. Jang

Consumer Decision-Making in Digital Commerce: Effects of Virtual Influencer Motive Attributions on Trust, Perceived Risk, and Purchase Intention

In AI-enabled digital commerce, consumers evaluate virtual influencers (VIs) not only through source characteristics but also by inferring why they create content and recommend products. This study examines how perceived intrinsic and commercially oriented extrinsic motives are associated with trust, perceived risk, an...