Understanding the switching intention to virtual streamers in live streaming commerce: innovation resistances, shopping motivations and personalities

Abstract

Purpose

The 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, shopping motivations and personalities, shedding light on consumers' intention to switch.

Design/methodology/approach

An online survey was conducted in the United Kingdom and analysed using a comprehensive approach that integrates Necessary Conditions Analysis (NCA), Artificial Neural Networks (ANNs) and fuzzy-set Qualitative Comparative Analysis (fsQCA).

Findings

The results unveiled six configurations of arrangements, each of them characterised by a unique combination of causation.

Originality/value

In knowledge, this study presents a significant contribution by revealing both the determinants that stimulate or hamper the desire to switch based on consumer-centric perspectives. In practice, this study is critical for helping practitioners overcome difficulties related to adoption and make educated judgements when promoting virtual streamers and developing marketing strategies in live streaming commerce.