About this document
AI Virtual Idols and Impulsive Buying in E-Commerce by Khanh Nguyễn Hán is a document available to read on EtoBox.
This study investigates how AI-powered virtual idols influence impulsive buying intentions among digital natives during e-commerce live streaming, using a psychological distance framework. It finds that the intelligence level of these virtual idols enhances purchase intentions by reducing psychological distance, with technology readiness moderating this effect. The research provides insights for developing AI-driven digital marketing strategies tailored to the characteristics of younger consumers.
- Author
- Khanh Nguyễn Hán
- Language
- EN