Yu-Peng Zhu

According to our database¹, Yu-Peng Zhu authored at least 3 papers between 2024 and 2025.

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2025

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

[BibT_eX]

[DOI]

Syst., 2025

What Signals Are You Sending? How Signal Consistency Influences Consumer Purchase Behavior in Live Streaming Commerce.

[BibT_eX]

[DOI]

J. Theor. Appl. Electron. Commer. Res., 2025

2024

Decoding the Relationship of Artificial Intelligence, Advertising, and Generative Models.

[BibT_eX]

[DOI]

Digit., March, 2024