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Sponsored Artificial Intelligence: A Modern Approach, Global Edition Artificial Intelligence: A Modern Approach, Global Edition

Author

Yu-Hsin Chen

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2 papers indexed here

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Review Open access Oct 2026

WHEN VOICE MEETS AVATAR: HOW CONVERSATIONAL STYLE AND AVATAR TYPE SHAPE CUSTOMER RESPONSES IN SMART COMMERCE

Purpose of the study: AI voice avatar assistants are emerging as socially interactive service interfaces in smart commerce. Drawing on the stereotype content model, this research investigates how conversational style and avatar type shape consumers’ willingness to use AI devices through perceived warmth and perceived c...

Yu-Hsin Chen · 0 citations
Open access Sep 2026

“Mentor or friend?” the impact of virtual influencers' social roles on brand endorsement

As virtual influencers (VIs) become increasingly prominent in digital marketing, understanding how their perceived roles shape consumer responses is critical. This research investigates how a VI's social role (mentor vs. friend) influences brand attitude through psychological distance and examines the moderating ef...

Yu-Hsin Chen, Yu-Lun Liu, D. Nguyen · 0 citations

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