About this document
1 s2.0 S0148296325005259 Main by Trần Thị Xuân Viên is a document available to read on EtoBox.
This study examines how AI digital human live streaming influences consumer repeat purchase intentions on TikTok by analyzing the roles of vividness, telepresence, and playfulness. The findings indicate that these factors positively affect credibility, trust, and familiarity, which in turn drive repeat purchase intentions. The research contributes to understanding consumer behavior in AI-mediated e-commerce and offers insights for enhancing live streaming strategies.
- Author
- Trần Thị Xuân Viên
- Language
- EN