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