The Impact of Virtual Streamer Anthropomorphism on Consumer Purchase Intention: Cognitive Trust as a Mediator DOI Creative Commons
Chunyu Li, Fei Huang

Behavioral Sciences, Journal Year: 2024, Volume and Issue: 14(12), P. 1228 - 1228

Published: Dec. 20, 2024

As an important tool for brand promotion and marketing, the status of virtual streamers is gradually improving, especially in Chinese market with a huge Internet user base. Virtual streamer anthropomorphism has become research content field consumer behavior. However, specific mechanism by which multidimensional anthropomorphic characteristics affect trust purchase intention requires further investigation. Therefore, based on avatar theory, this explores how through cognitive trust. The analysis was performed using SPSS 27.0 AMOS 24.0, establishing structural equation model. Through questionnaire data from 503 consumers, it found that behavioral anthropomorphism, emotional all exert notable influence Appearance directly intention, significant impact intention. Moreover, fully mediates effects partially This study enriches application theory live e-commerce provides theoretical backing development enterprise marketing strategies. It also offers practical insights to help brands optimize improve participation conversion rates.

Language: Английский

Assessment and Improvement of Avatar-Based Learning System: From Linguistic Structure Alignment to Sentiment-Driven Expressions DOI Creative Commons
Аru Ukenova, Gulmira Bekmanova, Nazar Zaki

et al.

Sensors, Journal Year: 2025, Volume and Issue: 25(6), P. 1921 - 1921

Published: March 19, 2025

This research investigates the improvement of learning systems that utilize avatars by shifting from elementary language compatibility to emotion-driven interactions. An assessment various instructional approaches indicated marked differences in overall effectiveness, with system showing steady but slight improvements and little variation, suggesting it has potential for consistent use. Analysis through one-way ANOVA identified noteworthy disparities post-test results across different teaching strategies. However, pairwise comparisons Tukey’s HSD did not reveal significant group differences. The variation limited sample sizes probably affected statistical strength. Evaluation effect size demonstrated traditional approach had an edge over avatar-based method, lessons recorded on video displaying more moderate distinctions. innovative nature might account its initial lower as students could need some time adjust. Participants emphasized importance emotional authenticity cultural adaptation, including incorporating a Kazakh accent, boost system’s success. In response, was designed sentiment-driven gestures facial expressions improve engagement personalization. These findings show emotionally intelligent encourage profound experiences significance fine-tuning widespread adoption modern educational context.

Language: Английский

Citations

0
Assessing the effectiveness of green consumption policy in China: Evidence from social media data DOI
Junling Liu, Ruyin Long, Hong Chen

et al.

Journal of Environmental Management, Journal Year: 2025, Volume and Issue: 376, P. 124500 - 124500

Published: Feb. 10, 2025

Language: Английский

Citations

0
A domain knowledge infused gated network using integrated sentiment prediction framework for aspect-based sentiment analysis DOI
Gaurav Dubey,

Kamaljit Kaur,

Anupama Chadha

et al.

Evolving Systems, Journal Year: 2024, Volume and Issue: 16(1)

Published: Nov. 25, 2024

Language: Английский

Citations

0
Bibliometric analysis of natural language processing using CiteSpace and VOSviewer DOI Creative Commons

Xiuming Chen,

Wenjie Tian,

Haoyun Fang

et al.

Natural Language Processing Journal, Journal Year: 2024, Volume and Issue: unknown, P. 100123 - 100123

Published: Dec. 1, 2024

Language: Английский

Citations

0
The Impact of Virtual Streamer Anthropomorphism on Consumer Purchase Intention: Cognitive Trust as a Mediator DOI Creative Commons
Chunyu Li, Fei Huang

Behavioral Sciences, Journal Year: 2024, Volume and Issue: 14(12), P. 1228 - 1228

Published: Dec. 20, 2024

As an important tool for brand promotion and marketing, the status of virtual streamers is gradually improving, especially in Chinese market with a huge Internet user base. Virtual streamer anthropomorphism has become research content field consumer behavior. However, specific mechanism by which multidimensional anthropomorphic characteristics affect trust purchase intention requires further investigation. Therefore, based on avatar theory, this explores how through cognitive trust. The analysis was performed using SPSS 27.0 AMOS 24.0, establishing structural equation model. Through questionnaire data from 503 consumers, it found that behavioral anthropomorphism, emotional all exert notable influence Appearance directly intention, significant impact intention. Moreover, fully mediates effects partially This study enriches application theory live e-commerce provides theoretical backing development enterprise marketing strategies. It also offers practical insights to help brands optimize improve participation conversion rates.

Language: Английский

Citations

0