Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities
Zhucheng Shao
Abstract:PurposeThe rise of virtual streamers in live streaming commerce has gained momentum, driven by the increasing prevalence of human–computer interactivity and artificial intelligence. However, achieving its broader adoption necessitates a comprehensive understanding of consumers' intention to switch from conventional human streamers to virtual streamer services as alternatives. To bridge this knowledge gap, this study endeavours to introduce and substantiate an asymmetric model incorporating innovation barriers,… Show more
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