Trust in Human and Virtual Live Streamers: The Role of Integrity and Social Presence

Wang, Kexin; Wu, Jinyan; Sun, Yifei; Chen, Jiayuan; Pu, Yifan; Qi, Yue

doi:10.1080/10447318.2023.2279410

Cited by 6 publications

(1 citation statement)

References 90 publications

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“…The existing related studies mainly involve discussions on the key technologies of AI [6] and the delivery process [7], or qualitative reviews and the prospects of the development process and applications of AI streamers [8]. In general, the recent literature only emphasizes the positive results of AI-oriented live-streaming e-commerce, such as attracting consumers' engagement [5,9], bringing social presence and enjoyment to an audience [2,10], increasing viewers' purchase intentions [1,11,12], and promoting parasocial interaction intentions or the urge to buy impulsively [13]. However, there is no literature examining the "dark side" of AI-oriented live-streaming e-commerce.…”

Section: Introductionmentioning

confidence: 99%

Impact of AI-Oriented Live-Streaming E-Commerce Service Failures on Consumer Disengagement—Empirical Evidence from China

Peng,

Wang,

et al. 2024

JTAER

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Despite the popularity of AI-oriented e-commerce live-streaming, the service failures that can result from real-time interaction and instant transactions have not been taken seriously. This study aims to assess the failure of AI-oriented live-streaming e-commerce services and help retailers identify various risks. Based on expectancy disconfirmation theory and a stressor–strain–outcome framework, this study identified a comprehensive framework including information, functional, system, interaction, and aesthetic failures. The structural equation modeling (SEM) method is used to further examine its effect on consumers’ discontinuance behavior. Further research reveals the mediating role of consumer disappointment and emotional exhaustion, as well as the moderating role of the live-streaming platform type. These results shed light on the negative influence of AI-oriented live-streaming e-commerce service failures and contribute to the literature on live-streaming commerce, service failure, and virtual streamers.

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Section: Introductionmentioning

confidence: 99%

Impact of AI-Oriented Live-Streaming E-Commerce Service Failures on Consumer Disengagement—Empirical Evidence from China

Peng,

Wang,

et al. 2024

JTAER

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Avatar effect of AI‐enabled virtual streamers on consumer purchase intention in e‐commerce livestreaming

Sun,

Tang

2024

J of Consumer Behaviour

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In recent years, digital avatars employed as virtual streamers are experiencing a surge in popularity in e‐commerce livestreaming. However, the influence of the avatars' anthropomorphic features on their effectiveness as virtual streamers remains unclear. This study investigates the avatar effect of artificial intelligence‐enabled virtual streamers, wherein their form and behavioral realism interactively affect consumer purchase intention. Three lab experiments with 604 participants were conducted to test this effect and its underlying mechanism and boundary conditions. Based on the findings, behavioral realism positively affects consumer purchase intention only when the virtual streamers' form realism is low. Parasocial interactions underpin this avatar effect, which only holds when consumers exhibit a communal relationship norm orientation. When consumers possess an exchange relationship norm orientation, the effect of behavioral realism becomes positive regardless of the level of form realism. Overall, our study proposes an avatar effect in livestreaming, and extends the literature by offering insights on the interactive effect of the anthropomorphic features of human‐like avatars (as virtual streamers) on the effectiveness of e‐commerce livestreaming. By revealing the mechanisms and boundary conditions of this effect, our conclusions offer guidance for companies in developing appropriate combinations of form and behavioral realism for the avatars of virtual streams while considering consumer characteristics.

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Is virtual streamer useful? Effect of streamer type on consumer brand forgiveness when streamers make inappropriate remarks

Xie,

Wu,

Liu

et al. 2024

Journal of Retailing and Consumer Services

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Trust in Human and Virtual Live Streamers: The Role of Integrity and Social Presence

Cited by 6 publications

References 90 publications

Impact of AI-Oriented Live-Streaming E-Commerce Service Failures on Consumer Disengagement—Empirical Evidence from China

Impact of AI-Oriented Live-Streaming E-Commerce Service Failures on Consumer Disengagement—Empirical Evidence from China

Avatar effect of AI‐enabled virtual streamers on consumer purchase intention in e‐commerce livestreaming

Is virtual streamer useful? Effect of streamer type on consumer brand forgiveness when streamers make inappropriate remarks

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