Impact of AI-generated virtual streamer interaction on consumer purchase intention: A focus on social presence and perceived value

IF 11 1区 管理学 Q1 BUSINESS
Hao Liu , Peilin Zhang , Hongqing Cheng , Najmul Hasan , Raymond Chiong
{"title":"Impact of AI-generated virtual streamer interaction on consumer purchase intention: A focus on social presence and perceived value","authors":"Hao Liu ,&nbsp;Peilin Zhang ,&nbsp;Hongqing Cheng ,&nbsp;Najmul Hasan ,&nbsp;Raymond Chiong","doi":"10.1016/j.jretconser.2025.104290","DOIUrl":null,"url":null,"abstract":"<div><div>The immense growth of virtual streaming is reshaping shopping habits. However, limited research, if any, has focused on the differentiated effects of interaction types—namely product interactions versus social interactions—used by virtual streamers, and their distinct impacts on purchase intentions. This study, focusing on China's booming virtual streamer market, examines how artificial intelligence (AI)-generated virtual streamers' interaction types impact consumer purchase intention, considering the mediating roles of social presence and perceived value, and the moderating effect of product types. Utilizing a randomized scenario experiment among young consumers, the data was collected during a cross-sectional timeframe for two case scenarios, from which we analyzed 100 valid responses in Case 1 and 201 valid responses in Case 2. Results showed that product-focused interactions enhance purchase intention for utilitarian products via perceived value, while social interactions boost purchase intention for hedonic products through social presence. These findings suggest that AI-generated virtual streamers can strategically tailor interaction styles based on product categories to maximize livestream commerce effectiveness. This study enriches understanding of digital consumer behavior and provides actionable insights for retailers deploying AI-generated virtual streamers. It also highlights social presence and perceived value as key psychological mechanisms in shaping consumer responses to virtual streamer interactions.</div></div>","PeriodicalId":48399,"journal":{"name":"Journal of Retailing and Consumer Services","volume":"85 ","pages":"Article 104290"},"PeriodicalIF":11.0000,"publicationDate":"2025-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Retailing and Consumer Services","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0969698925000694","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

The immense growth of virtual streaming is reshaping shopping habits. However, limited research, if any, has focused on the differentiated effects of interaction types—namely product interactions versus social interactions—used by virtual streamers, and their distinct impacts on purchase intentions. This study, focusing on China's booming virtual streamer market, examines how artificial intelligence (AI)-generated virtual streamers' interaction types impact consumer purchase intention, considering the mediating roles of social presence and perceived value, and the moderating effect of product types. Utilizing a randomized scenario experiment among young consumers, the data was collected during a cross-sectional timeframe for two case scenarios, from which we analyzed 100 valid responses in Case 1 and 201 valid responses in Case 2. Results showed that product-focused interactions enhance purchase intention for utilitarian products via perceived value, while social interactions boost purchase intention for hedonic products through social presence. These findings suggest that AI-generated virtual streamers can strategically tailor interaction styles based on product categories to maximize livestream commerce effectiveness. This study enriches understanding of digital consumer behavior and provides actionable insights for retailers deploying AI-generated virtual streamers. It also highlights social presence and perceived value as key psychological mechanisms in shaping consumer responses to virtual streamer interactions.
人工智能生成的虚拟流媒体互动对消费者购买意愿的影响:关注社会存在和感知价值
虚拟流媒体的巨大增长正在重塑人们的购物习惯。然而,有限的研究(如果有的话)集中在虚拟流媒体使用的交互类型(即产品交互与社会交互)的不同效果,以及它们对购买意愿的不同影响上。本研究以中国蓬勃发展的虚拟流媒体市场为研究对象,考察了人工智能(AI)生成的虚拟流媒体互动类型对消费者购买意愿的影响,考虑了社交存在和感知价值的中介作用,以及产品类型的调节作用。利用在年轻消费者中进行的随机场景实验,在横断面时间框架内收集了两种场景的数据,从中我们分析了案例1中的100个有效响应和案例2中的201个有效响应。结果表明,以产品为中心的互动通过感知价值增强了功利主义产品的购买意愿,而社交互动通过社交在场增强了享乐主义产品的购买意愿。这些发现表明,人工智能生成的虚拟主播可以根据产品类别战略性地定制交互风格,以最大限度地提高直播商业效率。这项研究丰富了对数字消费者行为的理解,并为零售商部署人工智能生成的虚拟流媒体提供了可行的见解。它还强调了社会存在和感知价值是塑造消费者对虚拟流媒体互动反应的关键心理机制。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 求助全文
来源期刊
CiteScore
20.40
自引率
14.40%
发文量
340
审稿时长
20 days
期刊介绍: The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信