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

The Impact of Virtual Streamer Anthropomorphism on Consumer Purchase Intention: Cognitive Trust as a Mediator DOI Creative Commons
Chunyu Li, Fei Huang

Behavioral Sciences, Journal Year: 2024, Volume and Issue: 14(12), P. 1228 - 1228

Published: Dec. 20, 2024

As an important tool for brand promotion and marketing, the status of virtual streamers is gradually improving, especially in Chinese market with a huge Internet user base. Virtual streamer anthropomorphism has become research content field consumer behavior. However, specific mechanism by which multidimensional anthropomorphic characteristics affect trust purchase intention requires further investigation. Therefore, based on avatar theory, this explores how through cognitive trust. The analysis was performed using SPSS 27.0 AMOS 24.0, establishing structural equation model. Through questionnaire data from 503 consumers, it found that behavioral anthropomorphism, emotional all exert notable influence Appearance directly intention, significant impact intention. Moreover, fully mediates effects partially This study enriches application theory live e-commerce provides theoretical backing development enterprise marketing strategies. It also offers practical insights to help brands optimize improve participation conversion rates.

Language: Английский

Citations

0
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

Citations

0