Journal of theoretical and applied electronic commerce research· 2026Q1
The Persuasive Effects of AI and Human Streamers in Live Commerce for Green Products: Dual Pathways of Perceived Authenticity and Personal Selling Motive Inference, and the Moderating Role of Product Positioning
- 1citations
- Q1SCImago
- 2026year
Short summary
Human streamers boost green purchase intention via perceived authenticity, while AI streamers do so through weaker personal selling motive inference (n=408). These effects depend on product positioning, with authenticity stronger for experiential products and selling motive for utilitarian ones.
AI-generated from the title and abstract; the full text is not read.
TakeawaysIn the app
Key pointsIn the app
Ask the paperIn the app
The rest is in the Pofolia app
Takeaways, key points and questions to the paper; new summaries every day for your field. Free.
Sign in on the web to openMarketingBusiness, Management and Accounting