The competition between human and AI streamers: live streaming strategies in a duopoly market considering consumer heterogeneity
AI streamers are increasingly prevalent in e-commerce live streaming, yet their competitive impacts and the factors driving enterprise psychological decisions remain underexplored. This paper explores the decision-making process of e-commerce enterprises in adopting streamers and the sensitive facto...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2025-06-01
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| Series: | Acta Psychologica |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S0001691825003531 |
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