Effects of AI Virtual Anchors on Brand Image and Loyalty: Insights from Perceived Value Theory and SEM-ANN Analysis

Effects of AI Virtual Anchors on Brand Image and Loyalty: Insights from Perceived Value Theory and SEM-ANN Analysis

AI virtual anchors are an emerging innovation that are gaining significant attention, as they hold promising applications across various fields. This study examines how users perceive live product selling by AI virtual anchors and its impact on brand image and brand loyalty. A two-stage PLS-SEM and...

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Bibliographic Details
Main Authors: Yu-Peng Zhu, Lina Xin, Huimin Wang, Han-Woo Park
Format: Article
Language:English
Published: MDPI AG 2025-01-01
Series:Systems
Subjects:
perceived value
brand image
brand loyalty
artificial intelligence virtual anchors
structural equation modeling
neural network analysis
Online Access:https://www.mdpi.com/2079-8954/13/2/79

Internet

https://www.mdpi.com/2079-8954/13/2/79

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