[Elsevier] When feeling takes a backseat in livestream commerce: The effects of virtual versus human streamers on consumers* impulsive buying

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journalㄩJournal of Retailing and Consumer Services

AuthorsㄩZixuan Liu; Shiquan Zhong; Ning Jia; Jiemin Zhang; Likchern Lee

Published dateㄩ2026-1-

DOIㄩ10.1016/j.jretconser.2025.104517

PDF linkㄩhttps://www.sciencedirect.com/sc ... 969698925002966/pdf

Article linkㄩhttps://doi.org/10.1016/j.jretconser.2025.104517

Article SourceㄩElsevier BV


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