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Technology Adoption and User BehaviourMedia Influence and HealthDigital Marketing and Social Media

Effects of human-like vs. anime-like virtual streamers on continuous watching and purchase intentions in tourism and hospitality e-commerce live streaming: A moderated serial-mediation model

Teng Yu

2026.5.19Tourism Management Perspectives

DOI: 10.1016/j.tmp.2026.101491

Abstract

Abstract is not available.

Citation format

YU, Teng. Effects of human-like vs. anime-like virtual streamers on continuous watching and purchase intentions in tourism and hospitality e-commerce live streaming: A moderated serial-mediation model. Tourism Management Perspectives, 2026, 63: 101491.