The Effect of AI Virtual Hosts in Live Streaming and Brand Trust on Consumer Purchase Intention

Description

This dataset contains the survey data and processed PLS-SEM project file used in the study “The Effect of AI Virtual Hosts in Live Streaming and Brand Trust on Consumer Purchase Intention.” The dataset includes responses from 400 respondents, including demographic information and responses to the measurement items for AI Live Host, Brand Trust, and Purchase Intention. The accompanying WarpPLS 8.0 project file contains the processed data and analyses used to evaluate the measurement and structural models. These files are provided to support the transparency and reproducibility of the research findings.

Institutions

• Binus University

  Jakarta, Jakarta

Categories

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