Purpose This paper explores the driving factors of parasocial relationship (PSR) in the virtual reality (VR) shopping environment, and how this relationship affects brand equity. The study also investigates the moderating role of the celebrity endorser dynamism (CED) in the relationship between...

Purpose: Based on the involvement and customer-delivered value theories, this paper proposes a comprehensive framework with which to examine the relationships between food traceability system, consumer perceived value and purchase intention. The study also investigates the moderating role of...