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Wan-Zhao Liu

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Open access Sep 2026

Human or Virtual? A Study on Consumer Preferences for E‐Commerce Streamers

With the rapid growth of live commerce, both human streamers and virtual streamers are jointly shaping the landscape of the live‐streaming industry. When selecting a streamer type, should firms opt for human streamers or virtual streamers to more effectively stimulate consumer purchase behavior? Moreover, is this eff...

Hang Yin, Wan-Zhao Liu · 0 citations

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