The interactive effect of affectionate nicknames and streamer type on streamer attitude in E-commerce live streaming: the mediating role of psychological closeness DOI Creative Commons
Yuan Liu, Min Liu

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.

Language: Английский

Virtual streamer and destination visitation: An attractiveness transfer perspective DOI
Zhongyuan Zhou, Wen Si, Ting Li

et al.

Journal of Destination Marketing & Management, Journal Year: 2024, Volume and Issue: 33, P. 100922 - 100922

Published: July 13, 2024

Language: Английский

Citations

2
The effect of virtual anchor appearance on purchase intention: a perceived warmth and competence perspective DOI
Yuexian Zhang, Xueying Wang

Journal of Product & Brand Management, Journal Year: 2024, Volume and Issue: 34(1), P. 84 - 103

Published: Aug. 22, 2024

Purpose Although virtual anchors have emerged as potent marketing tools, their acceptance by consumers is controversial. Specifically, the relative efficacy of selecting an all-human-like or animal-human-like anchor not well-defined. However, anthropomorphic visual cues are vital in enhancing live streaming. This study aims to analyze disparate effects on purchase intention well evaluate possible underlying influential mechanisms and boundary conditions. Design/methodology/approach In this research, three different studies were carried out elucidate impact intention. Study 1 evaluated core intention, mediating role perceived warmth competence. Studies 2 3 then performed investigate moderating impacts product type certainty consumer needs, respectively. Furthermore, research data for these was collected using Credamo tool analyzed via SPSS, PROCESS moderation mediation analyses. Findings The findings indicate that can trigger with competence acting factors. Based utilitarian products high influence augmented. Therefore, increases contrast, supplemented hedonic low needs. Thus, Originality/value reactions types needs optimize comprehension a anchor. assessment roles provided valuable insights into which affect Moreover, managerial implications guide retailers brands strategic adoption enhance based

Language: Английский

Citations

2
Can AI-virtual anchors replace human internet celebrities for live streaming sales of products? An emotion theory perspective DOI
Qixuan Liu, Ning Ma, Xiaoyi Zhang

et al.

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 82, P. 104107 - 104107

Published: Oct. 9, 2024

Language: Английский

Citations

2
Can virtual streamers express emotions? Understanding the language style of virtual streamers in livestreaming e-commerce DOI
Xiuyuan Gong,

Pingjin Sun

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 82, P. 104148 - 104148

Published: Nov. 12, 2024

Language: Английский

Citations

2
Analyze the Impact, Reasons, and Optimization Strategies of the Image of AI Anchors on Consumer Purchase Intention in Live Streaming E-commerce DOI Creative Commons
Jinpeng Li

Advances in Economics Management and Political Sciences, Journal Year: 2024, Volume and Issue: 102(1), P. 117 - 124

Published: July 25, 2024

The importance of live streaming e-commerce in online shopping is increasing with the continuous development technology. Artificial intelligence (AI), as a disruptive force, has introduced virtual anchors field, replacing for product introduction and interaction. anchor image, its anthropomorphic appearance, interacts audience real-time gradually being applied various fields such e-commerce, advertising, social platforms. This study reviews how image AI affects consumer trust personalized experience, further explores impact on purchase intention. Research found that images can be divided into human animal based their different have impacts purchasing intentions. Humanized establish relationships stimulate intentions through rich expressions actions; Personalized customized design enhances attractiveness sense identity anchors. Finally, regarding application enterprises field anchors, this article proposes design, cultural adaptability strategies to improve commercial efficiency brand

Language: Английский

Citations

1
Expectancy Violations and Discontinuance Behavior in Live-Streaming Commerce: Exploring Human Interactions with Virtual Streamers DOI Creative Commons
Yanhong Chen, Xiangxia Li

Behavioral Sciences, Journal Year: 2024, Volume and Issue: 14(10), P. 920 - 920

Published: Oct. 9, 2024

Virtual streamers, as a typical application of AI-enabled digital humans, are increasingly being utilized in live-streaming commerce due to technological advancements and industry innovations. Although virtual streamers present several benefits, there is potential for adverse effects when they do not align with consumer expectations. Drawing upon expectancy violations theory, this study developed theoretical model explore whether how consumers' expectation during human-virtual streamer interactions affect discontinuance behavior. Through an online questionnaire survey 307 Chinese consumers prior experience interacting used partial least squares structural equation analyze the research model. The empirical results indicated that professionalism violation, empathy responsiveness violation positively influenced distrust dissatisfaction, which subsequently led This contributes literature on commerce, human-AI interaction, theory. Furthermore, findings offer valuable insights practitioners field by enabling them formulate preventive or remedial strategies mitigate negative outcomes implementing streamers.

Language: Английский

Citations

1
How consumer perceptions of virtual streamers affect purchase intention in live streaming commerce: based on cognition-affect-behavior model DOI
Min Qin, Mengmeng Liu

Asia Pacific Journal of Marketing and Logistics, Journal Year: 2024, Volume and Issue: unknown

Published: Nov. 12, 2024

Purpose Despite widespread use of virtual streamers, academic research on this subject remains limited. This study aims to explore the mechanisms by which consumer perceptions streamers influence purchase intentions. Design/methodology/approach We used partial least squares structural equation modeling analyze validated online survey data from 414 consumers watching streamers. Findings Consumer (perceived competence, perceived interaction quality and warmth) promote establishment transactional psychological contract relational between further affects consumers’ intention. Originality/value enriches facilitates their adoption introduces into a new context revealing formation perspective Moreover, provides understanding relationship disembodied artificial intelligence consumers.

Language: Английский

Citations

1
Factors influencing users’ watching intention in virtual streaming: the perspective of flow experience DOI
Luonan Li, Wangyue Zhou, Yuangao Chen

et al.

Kybernetes, Journal Year: 2024, Volume and Issue: unknown

Published: Nov. 28, 2024

Purpose This study explores the effects of virtual streamer characteristics, scene characteristics and image-scene fit on users’ watching intention from perspective flow experience. Design/methodology/approach The survey data for this were collected QQ fan group streamers between November 26th 2022 December 5th 2022. authors 274 viewers who have experience streaming employ partial least squares structural equation model to test research hypotheses. Findings Among streamers, interactivity significantly influences perceived enjoyment concentration, while vividness only affects enjoyment. In addition, novelty has a notable impact whereas aesthetic appeal serves as an important indicator solely concentration. Furthermore, also Finally, concentration equally contribute users' intention. Originality/value intention, which enriches user behavioral in streaming. Additionally, attempts combine stimulus-organism-response (S-O-R) theory field streaming, expanding areas. provides valuable insights platforms. By enhancing their personas optimizing strategies, can more effectively retain users maintain audience engagement. Meanwhile, platforms gain deeper understanding preferences, enabling them launch high-quality events that sustain popularity. These efforts collectively advancement industry.

Language: Английский

Citations

1
Smile or Not Smile: The Effect of Virtual Influencers' Emotional Expression on Brand Authenticity, Purchase Intention and Follow Intention DOI Open Access
Kan Jiang, Meilian Qin, Dejun Deng

et al.

Journal of Consumer Behaviour, Journal Year: 2024, Volume and Issue: unknown

Published: Dec. 30, 2024

ABSTRACT Virtual influencer (VI) has become a new tool for brand promotion. The existing researches mainly focus on VI's external feature cues, such as identity, appearance, and sensory factors. In addition to carefully curated images, VI can also display emotions like human influencer. Emotional expression non‐verbal social cue, is key factor influencing consumers. This research focuses emotional cues their impact consumers' behavioral intentions. Based contagion theory (ECT) elaboration likelihood model (ELM), this paper discusses the effect of (smiling vs. non‐smiling) its matching with stereotypes. results three online experiments ( N = 691) show that: firstly, smiling emotion stronger primitive contagion. Secondly, positive authenticity, purchase intention, follow intention through affective empathy cognitive empathy. Finally, study found that smile does not always produce more than smiling. advertising situations highlight competence, without persuasive. Our provide explanation mechanism influence perspective strategy marketing practice.

Language: Английский

Citations

1
Mapping the landscape of avatar marketing: a bibliometric analysis of trends and future directions DOI Creative Commons

Andriani Kusumawati,

Tika Sartika,

Anni Rahimah

et al.

Cogent Business & Management, Journal Year: 2024, Volume and Issue: 11(1)

Published: Nov. 21, 2024

This research aims to synthesize a contemporary understanding of avatar marketing by employing advanced bibliometric analysis and data visualization techniques. It addresses existing gaps in the literature delineates clear path for future research. By systematically reviewing 185 publications from Scopus database, spanning 2004 2024, study evaluates global trends output, identifying key contributors such as authors, journals, countries, leading institutions. Utilizing Biblioshiny VOSviewer, uncovers emerging patterns, thematic evolutions, collaboration networks within field. Findings highlight geographical distribution activities development new subfields over time. The provides detailed map current state research, suggesting areas further exploration, including interdisciplinary studies examining cultural differences. comprehensive review offers valuable insights robust framework contributing significantly field enhancing our proposing trajectory investigations.

Language: Английский

Citations

0