How cool virtual streamer influences customer in live-streaming commerce? An explanation of stereotype content model

Virtual streamers, powered by sophisticated artificial intelligence technologies, have been increasingly adopted in live-streaming commerce. Despite the rise in relevant studies, little is known about how the coolness of virtual streamers affects customers in the context of live-streaming commerce. Using online survey data, this study empirically examined the effects of coolness factors including attractiveness, subculture, utility, and originality on purchase intention based on the stereotype content model. The results suggested that most of the coolness factors played critical roles in improving competence and warmth, which in turn induce purchase intention. However, subculture was found to exert a nonsignificant effect on warmth. In addition, the findings from a multi-group analysis indicated that the coolness factors varied in their effect on customers depending on whether a virtual streamer performed live streaming cooperating with or without a human streamer. The results of the study contribute to deepening the understanding of virtual streamers, the literature on coolness, and the stereotype content model, as well as offer insightful implications for live-streaming commerce practices.