Virtual streamers, real purchases: The roles of anthropomorphism, interactivity, and presence in e-commerce live streaming

Research output: Contribution to journal › Article › peer-review

Original language	English
Journal	International Journal of Contemporary Hospitality Management
DOIs	https://doi.org/10.1108/IJCHM-02-2026-0155
Publication status	Accepted/In press - 18 Jun 2026

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@article{242fe01bef114b37aa20bcc334779836,

title = "Virtual streamers, real purchases: The roles of anthropomorphism, interactivity, and presence in e-commerce live streaming",

author = "Teng Yu and Zhaokang ZENG and Teng Liu and Chengliang Wang",

year = "2026",

month = jun,

day = "18",

doi = "10.1108/IJCHM-02-2026-0155",

language = "English",

}

TY - JOUR

T1 - Virtual streamers, real purchases: The roles of anthropomorphism, interactivity, and presence in e-commerce live streaming

AU - Yu, Teng

AU - ZENG, Zhaokang

AU - Liu, Teng

AU - Wang, Chengliang

PY - 2026/6/18

Y1 - 2026/6/18

U2 - 10.1108/IJCHM-02-2026-0155

DO - 10.1108/IJCHM-02-2026-0155

M3 - Article

SN - 0959-6119

JO - International Journal of Contemporary Hospitality Management

JF - International Journal of Contemporary Hospitality Management

ER -