Discriminant validity analysis.

<div><p>Live-streaming e-commerce for agricultural product has become a new exploration in rural revitalization and digital commerce in China, with AI-driven virtual streamers emerging as a new trend in this field. Focusing on the context of virtual streamers marketing, this study constr...

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Bibliographic Details
Main Author:	Lin Jiang (217766) (author)
Other Authors:	Min Li (12799) (author)
Published:	2025
Subjects:	Neuroscience Sociology Science Policy Biological Sciences not elsewhere classified consumers &# 8217 study provides insights significant moderating role virtual streamers marketing virtual streamers characteristics xlink "> live machine trust plays virtual streamers machine trust study constructs moderating variable streaming e social presence rural revitalization results show purchase intention offers practical new trend new exploration mediating variables mediating effects impact path emotional presence effective pathways communication presence agricultural products agricultural product agricultural industry
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Discriminant validity analysis.

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