Ningyan Cao

发表论文 3 篇 · 总被引 37 次 · h-index 3

代表论文

• Perceived Value, Consumer Engagement, and Purchase Intention in Virtual Influencer Marketing: The Role of Source Credibility and Generational Cohort (2025 · Journal of Theoretical and Applied Electronic Commerce Research · 被引 39)
• Effects of Prior Negative Experience and Personality Traits on WeChat and TikTok Ad Avoidance among Chinese Gen Y and Gen Z (2024 · Journal of Theoretical and Applied Electronic Commerce Research · 被引 14)
• Effects of Risk Attitude and Time Pressure on the Perceived Risk and Avoidance of Mobile App Advertising among Chinese Generation Z Consumers (2023 · Sustainability · 被引 11)