ArticlePloS one2025
Research on the impact path of virtual streamers characteristics on agricultural product consumers' purchase intention.
Article in PloS one, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
What it found
Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.
The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.
Who cites it
0 citing papers in PubMed.
No citing paper in PubMed yet.
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
2 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
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 constructs a relationship model between virtual streamers characteristics and consumers' purchase intention for agricultural products, using human-machine trust as a moderating variable and communication presence and emotional presence as mediating variables. The results show that the affinity, anthropomorphism, professionalism, and responsiveness of virtual streamers can positively influence consumers' purchase intention for agricultural products through the mediating effects of communication presence and emotional presence.Both communication presence and emotional presence positively affect consumers' purchase intention. Additionally, human-machine trust plays a significant moderating role in the relationship between virtual streamers characteristics and social presence. This study provides insights for the development of virtual streamers in the agricultural industry and offers practical and effective pathways to enhance the quality and efficiency of live-streaming e-commerce for agricultural products.
Indexed as
Identifiers
What OpenQuestion holds
Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.