Research on the main effect of the interaction between virtual streamer type and information format

OSF Preprints (OSF Preprints) 2026 Preprint

Authors: Jinhong Wang
Cited by: 0

Abstract

The experiment employed a 2 (virtual streamer type: human avatar vs. non-human avatar) × 2 (information format: list vs. narrative) between-subjects factorial design. The purpose is to explore the interaction effect of virtual streamer type and information format on consumers' attitudes and purchase intentions.

Fields of Study & Subjects

Digital Marketing and Social Media AI in Service Interactions Technology Adoption and User Behaviour

Publication details

Journal / source
OSF Preprints (OSF Preprints)
Publication date
1 February 2026
Language
ZH
Document type
Preprint