Peng, Lifang; Zhang, Na; Huang, Ling - In: Journal of retailing and consumer services 81 (2024), pp. 1-13
streamers and with their perception of para-social interaction and vicarious product experience. In addition, results reveal … that gender significantly moderates the relationship between consumers' vicarious product experience and purchase … intentions. Females have a stronger vicarious product experience than males and, thus, higher purchase intention when they …
