Artificial intelligence in live streaming: How can virtual streamers bring more sales? DOI
Yaping Chang, Han Wang, Zitao Guo

et al.

Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 84, P. 104247 - 104247

Published: Feb. 3, 2025

Language: Английский

Is virtual streamer useful? Effect of streamer type on consumer brand forgiveness when streamers make inappropriate remarks DOI
Jifei Xie, Haoyu Wu, Kexi Liu

et al.

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 79, P. 103899 - 103899

Published: May 9, 2024

Language: Английский

Citations

12
Impact of virtual influencers on customer engagement of Generation Z consumers: a presence perspective DOI

Qiaoling Lin,

Siew Imm Ng, Norazlyn Kamal Basha

et al.

Young Consumers Insight and Ideas for Responsible Marketers, Journal Year: 2024, Volume and Issue: 25(6), P. 851 - 868

Published: June 24, 2024

Purpose Based on the computers as social actors (CASA) theory, this study aims to explore impact of three characteristics virtual influencers (conversational tone, autonomy and responsiveness) presence, telepresence customer engagement. Design/methodology/approach Using purposive sampling technique, online survey was administered Chinese Gen-Z consumers engaging with influencers. Subsequently, 357 respondents were sampled. SPSS 29.0 Smart PLS 4.0 used perform analyses. Findings The results show that conversational tone responsiveness have significant positive effects both presence telepresence. Autonomy has a effect telepresence, but not presence. Social Originality/value As burgeoning field, there is still uncertainty among practitioners researchers about methods engage their users in context media. Limited research focused (social telepresence) due Therefore, CASA theory offers valuable insights into how influencers’ contribute engagement provides practical guidance for design

Language: Английский

Citations

8
The impact of AR/VR/MR (3R) technologies on consumers' impulse buying behavior in virtual streamers: A moderated mediation model DOI
Lingling Zhang, Xiao‐Bi Xie,

Zou Wanting

et al.

Published: Jan. 1, 2025

With the growing use of virtual streamers in broadcast rooms, academic research has become increasingly aware their impact on consumers' impulse buying behavior. The purpose this study is to construct a moderated mediation model and behavior, through flow experience by augmented, virtual, mixed realities (3R) technologies, based stimulus-organism-response model. Data gathered from 530 Chinese consumers relationships hypothesized are evaluated using structural equation results show that could effectively enhance experience, which turn leads increased further revealing influence mechanism between them. Furthermore, 3R technologies found have positive direct promotion effect These suggest incorporating into live broadcasts may help interactivity.

Language: Английский

Citations

1
Gimmick or genuineness? Exploring the antecedents of AI virtual streamers aversion in live-streaming commerce DOI
Quan Xiao, Xia Li,

Weiling Huang

et al.

Technological Forecasting and Social Change, Journal Year: 2025, Volume and Issue: 212, P. 123981 - 123981

Published: Jan. 16, 2025

Language: Английский

Citations

1
Artificial intelligence in live streaming: How can virtual streamers bring more sales? DOI
Yaping Chang, Han Wang, Zitao Guo

et al.

Journal of Retailing and Consumer Services, Journal Year: 2025, Volume and Issue: 84, P. 104247 - 104247

Published: Feb. 3, 2025

Language: Английский

Citations

1