Machines vs. humans: The evolving role of artificial intelligence in livestreaming e-commerce

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2024-11-25 DOI:10.1016/j.jbusres.2024.115077

Haixia Yuan , Kevin Lü , Wenting Fang

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引用次数: 0

Abstract

As the capability of artificial intelligence (AI) improves, online retailers are exploring AI-based agents to communicate with viewers in live streaming, which is referred to as AI stremer. However, it is unclear where, what, and when the implementation of AI stremer is more effective than human beings in live-streaming e-commerce. To explore the dynamic interrelationships and temporal evolution between AI and human streamers and viewer engagement, this study examined the evolving role of AI streamers in live-streaming e-commerce. We utilised the linear mixed model (LMM) and the time-varying effect model (TVEM) to examine whether AI and human streamers differ in both monetary and non-monetary engagement activities. Additionally, we investigated how these differences change over time and whether such changes are consistent across different consumption contexts. The dataset consists of 924,036 products from 21,190 live streaming shows in 123 live broadcasting rooms over a period of four months was used in this study. The results suggest that AI streamers can substitute for humans in monetary activities in the context of utilitarian consumption but not in hedonic consumption. However, the substitute effect of AI may gradually diminish over time. In addition, in a hedonic context, AI exhibits an increasing effect on viewer engagement over time.

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机器vs.人类：人工智能在电子商务直播中不断演变的作用

随着人工智能（AI）能力的提高，在线零售商正在探索基于人工智能的代理，以便在直播中与观众进行交流，这被称为人工智能主播。然而，在直播电商中，人工智能主播在什么地方、什么时候比人类更有效，目前还不清楚。为了探索人工智能和人类主播以及观众参与度之间的动态相互关系和时间演变，本研究考察了人工智能主播在直播电子商务中的角色演变。我们利用线性混合模型（LMM）和时变效应模型（TVEM）来检验人工智能和人类主播在货币和非货币参与活动中是否存在差异。此外，我们还研究了这些差异是如何随时间变化的，以及这些变化在不同的消费环境中是否一致。本研究使用的数据集包括123个直播室21190个直播节目的924,036个产品，历时4个月。研究结果表明，在功利消费的背景下，人工智能流媒体可以代替人类进行货币活动，但在享乐消费中却不能。然而，人工智能的替代效应可能会随着时间的推移而逐渐减弱。此外，在享乐的背景下，随着时间的推移，人工智能对观众参与度的影响越来越大。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.