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Are assertive messages more effective in live marketing? Matching effects of anchor type and message assertiveness on purchase intention

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成果类型:
期刊论文
作者:
Yanping Gong;Rong Huang;Zhuo Chen*;Yongdan Liu;Yuxuan Tan
通讯作者:
Zhuo Chen
作者机构:
[Yanping Gong; Rong Huang; Yongdan Liu] School of Business, Central South University, Changsha, 410083, China
[Zhuo Chen] School of Business Administration, Jiangxi University of Finance and Economics, Nanchang 330032, China
[Yuxuan Tan] School of Business, Central South University of Forestry and Technology, Changsha, 410004, China
通讯机构:
[Zhuo Chen] S
School of Business Administration, Jiangxi University of Finance and Economics, Nanchang 330032, China
语种:
英文
期刊:
Journal of Retailing and Consumer Services
ISSN:
0969-6989
年:
2025
卷:
85
页码:
104286
基金类别:
CRediT authorship contribution statement Yanping Gong: Writing – review & editing, Writing – original draft, Validation, Resources, Project administration, Investigation, acquisition, Data curation, Conceptualization. Rong Huang: Writing – review & editing, Writing – original draft, Methodology, Formal analysis, Data curation, Conceptualization. Zhuo Chen: Writing – review & editing, Writing – original draft, Methodology, Investigation, Formal analysis, Data curation, Conceptualization. Yongdan Liu: Writing – review & editing,
机构署名:
本校为其他机构
院系归属:
商学院
摘要:
Artificial intelligence (AI) technologies have been extensively integrated into marketing practices, with virtual anchors emerging as novel tools. However, the existing research has rarely explored the optimal message strategies that different types of anchors should employ. By implementing two online scenario-based experiments and one laboratory experiment, this study investigates the matching effect between anchor type (virtual vs. human) and message assertiveness (assertive vs. non-assertive) on purchase intention, unveiling the distinct arousal mechanisms underlying these effects. The resu...

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