Effects of realism design in virtual streamers for live commerce: The influence of form, behavior, and voice on consumers’ recommendation and purchase intentions

Journal of Retailing and Consumer Services 2026

View at publisher

Authors: Qi Wang, Yuwei Wang, Wen Zhang

DOI: 10.1016/j.jretconser.2026.104909

Cited by: 1

References: 62

Fields of Study & Subjects

Technology Adoption and User Behaviour Consumer Retail Behavior Studies Color perception and design

References 62