JOURNAL ARTICLE

Reports from Shanghai University Describe Recent Advances in Retailing (How Do Sales Promotions, Communication Agents, and Psychological Contracts Determine Purchase Hesitation? Evidence From Live Stream Influencers' Fan Groups).

  • Published In: Psychology & Psychiatry Journal, 2025. P. 408 1 of 2

  • Database: Psychology Source 2 of 2

Abstract

A recent report from Shanghai University explores the impact of sales promotions, communication agents, and psychological contracts on consumer purchase hesitation within live stream influencer fan groups. The study found that human agents are more effective at reducing purchase hesitation in the context of free product promotions, while there is no significant difference between human agents and chatbots in price discount promotions. The research provides insights for implementing commercial business models to monetize fan engagement and solidifies theoretical foundations on consumer psychology in retailing. [Extracted from the article]

Additional Information

  • Source:Psychology & Psychiatry Journal. 2025/05, p408
  • Document Type:Article
  • Subject Area:Marketing
  • Publication Date:2025
  • ISSN:1944-2718
  • Accession Number:184879083
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