Understanding Chinese Consumers' Purchase Resistance in Virtual Live Streaming Rooms: The Role of Negative Anthropomorphism Disconfirmation and Service Guarantees.

Virtual streamers (VSs) and virtual live streaming rooms (VLSRs) are increasingly being utilized in live-streaming commerce. However, consumer purchase resistance in VLSRs remains a salient issue. Grounded in the expectation disconfirmation theory an…

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