When AI Meets Livestreaming: Exploring the Impact of Virtual Anchor on Tourist Travel Intention

The development of Artificial intelligence (AI) technology has brought new ideas and opportunities to destination marketing. However, existing studies lack sufficient empirical research to explore the impact of AI anchors on tourists’ travel intentions. To fill this research gap, this study explores...

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Bibliographic Details

Published in:	Journal of Theoretical and Applied Electronic Commerce Research
Main Authors:	Zhengan Zhu, Colin M. Hall, Li Tao, Zichan Qin, Yue Li
Format:	Article
Language:	English
Published:	MDPI AG 2025-09-01
Subjects:	livestreaming telepresence perceived anthropomorphism playfulness artificial intelligence
Online Access:	https://www.mdpi.com/0718-1876/20/3/239