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The effect of dynamic retail experiences on experiential perceptions of value: an internet and catalog comparison☆ ☆Charla Mathwick is Assistant Professor of Marketing at Portland State University. Naresh Malhotra is Regents’ Professor at Georgia Institute of Technology. Edward Rigdon is Associate Professor of Marketing at Georgia State University. This article is based on the first author’s doctoral dissertation at Georgia Institute of Technology. 1 1We want to thank three anonymous reviewers …
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The future of live-streaming commerce: understanding the role of AI-powered virtual streamers
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Development and Validation of an AI Virtual Streamer Scale for Live-Streaming E-Commerce
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How does artificial intelligence digital human live streaming increase TikTok consumer repeat purchase? Interaction between vividness, telepresence, credibility and trust
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GenAI and Decision Making – An Eye-Tracking Study
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Artificial Intelligence (AI) Assistant in Online Shopping: A Randomized Field Experiment on a Livestream Selling Platform
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