Frontiers in Psychology,
Journal Year:
2024,
Volume and Issue:
15
Published: Dec. 24, 2024
Background
With
the
widespread
application
of
Artificial
Intelligence
technology
in
field
E-commerce,
human–machine
relationships
have
attracted
considerable
attention
within
psychology.
Address
forms,
as
crucial
linguistic
cues,
shown
notable
progress
advancing
research
on
interpersonal
relationships;
however,
a
comprehensive
understanding
dynamics
(or
human–machine)
among
interactors
remains
elusive.
Therefore,
based
Social
Identity
Theory,
this
paper
explores
interactive
effects
and
underlying
mechanisms
affectionate
nicknames
streamer
type
attitude
E-commerce
live
streaming,
with
consumers’
perceptions
psychological
closeness
serving
mediating
mechanism.
Methods
Two
between-subjects
experimental
designs,
both
involving
2
(Affectionate
Nicknames:
use
vs.
non-use)
×
(Streamer
Type:
human
virtual
streamer)
factorial
structure,
were
conducted
to
test
hypotheses.
Study
1,
utilizing
image
materials,
collected
368
samples
Credamo
examine
influence
attitude.
2,
employing
video
gathered
370
same
platform.
While
replicating
validating
findings
it
also
revealed
that
effect
consumer’s
is
mediated
by
closeness.
Results
This
finds
differs
significantly
across
different
types,
leading
potential
variations
consumer
toward
communication
contexts.
Specifically,
when
consumers
encounter
streamers,
using
elicits
more
positive
compared
not
them;
conversely,
results
negative
them.
Conclusion
only
compares
communicative
distinctions
between
from
perspective
but
undertakes
valuable
empirical
investigations
into
their
interaction
differences.
Furthermore,
contributes
responses
commercial
avatars
offers
practical
managerial
guidance
for
businesses
streaming
practices.
Journal of Consumer Marketing,
Journal Year:
2025,
Volume and Issue:
unknown
Published: Jan. 7, 2025
Purpose
This
study
aims
to
understand
the
relationship
among
anthropomorphic
features,
perceived
authenticity
on
customer
engagement
and
electronic
word
of
mouth
using
integration
realism
trust
theory
in
context
virtual
influencers
(VI).
research
also
investigates
moderation
brand
familiarity
both
focal
aspects
(cognitive
affective),
cues
authenticity.
Design/methodology/approach
A
mall-intercept
survey
approach
was
used
collect
responses
a
structured
from
377
respondents
India.
The
proposed
model
tested
structural
equation
modelling.
Findings
findings
indicate
that
physical
cognitive
features
influence
trust.
However,
affective
is
only
influenced
by
Apart
this,
higher
levels
VI
contribute
towards
lead
sharing
mouth.
Finally,
moderates
between
emotional
Practical
implications
popularity
driving
companies
redesign
their
marketing
strategies.
Due
limitations
human
influencers,
are
allocating
budgets
for
VI-based
it
still
unclear
how
consumers
perceive
as
endorser
what
would
be
its
implications.
suggests
looking
such
physical,
humanness
VI,
along
with
authentic
content
shared
through
them
instil
Once
built,
will
engaged
say
positive
things
about
VI.
Originality/value
fills
gap
examining
contributed
dimensions
further
enhancing
examined
antecedents.
Asia Pacific Journal of Marketing and Logistics,
Journal Year:
2024,
Volume and Issue:
unknown
Published: Oct. 8, 2024
Purpose
The
study
aims
to
investigate
how
artificial
intelligence
(AI)-powered
virtual
streamers
can
supercharge
brands
in
live-streaming
commerce
(v-commerce).
Built
upon
social
identity
theory
(SIT)
and
experiential
value
theory,
we
developed
a
framework
the
impact
of
AI-powered
streamers’
personalization
human-like
personalities
v-commerce’s
system
quality
content
on
brand
image,
mediated
by
parasocial
interaction
value.
Design/methodology/approach
A
survey
was
designed
distributed
target
respondents
via
media
channels.
SmartPLS
version
4.0.9.4
used
analyze
total
354
responses
after
data
were
obtained
purposive
sampling.
Findings
results
show
that
personalization,
personality,
are
positively
associated
with
value,
which
subsequently
image.
Originality/value
This
addresses
gap
relatively
sparse
academic
literature
implications
v-commerce
