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Unveiling the relationship between virtual streamer characteristics and consumer purchase intention in live streaming commerce: Insights from source credibility perspective

Crossref DOI link: https://doi.org/10.1007/s12525-025-00813-8

Published Online: 2025-07-19

Published Print: 2025-12

Update policy: https://doi.org/10.1007/springer_crossmark_policy

Authors

Na, Ri

Hu, Anan https://orcid.org/0000-0003-4910-9579
Zeng, Qingfeng

Ge, Ruyi

Hao, Ruohong
Funding

Funding for this research was provided by:

National Natural Science Foundation of China (72394364)

National Natural Science Foundation of China (72074052)

National Natural Science Foundation of China (72371162)
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Text and Data Mining valid from 2025-07-19

Version of Record valid from 2025-07-19
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Article History

Received: 21 October 2024

Accepted: 16 June 2025

First Online: 19 July 2025

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