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Avatars in live streaming commerce: The influence of anthropomorphism on consumers' willingness to accept virtual live streamers

Online Customer BehaviorAdvertisingEngineeringSocial ComputingInteractive MarketingLive Streaming CommerceUser ExperienceConsumer ResearchManagementLive-streamingConsumer BehaviorVirtual Live StreamersCommunicationDigital EntertainmentUser PerceptionMarketingConsumer Engagement