Abstract
Purpose: The study aims to investigate how artificial intelligence (AI)-powered virtual streamers can supercharge brands in live-streaming virtual commerce (v-commerce). Built upon social identity theory (SIT) and experiential value theory, we developed a framework to investigate the impact of AI-powered virtual streamers’ personalization and human-like personalities and live-streaming v-commerce’s system quality and content quality on brand image, mediated by parasocial interaction and experiential value. Design/methodology/approach: A survey was designed and distributed to the target respondents via social media channels. SmartPLS version 4.0.9.4 was used to analyze a total of 354 responses after the data were obtained via purposive sampling. Findings: The results show that personalization, human-like personality, system quality and content quality are positively associated with parasocial interaction and experiential value, which subsequently impact brand image. Originality/value: This study addresses the gap of relatively sparse academic literature on the implications of AI-powered virtual streamers in live-streaming v-commerce on brand image.
| Original language | English |
|---|---|
| Number of pages | 22 |
| Journal | Asia Pacific Journal of Marketing and Logistics |
| DOIs | |
| Publication status | Accepted/In press - 2024 |
Keywords
- Brand image
- Consumer behavior
- Live-streaming commerce
- Parasocial interaction
- Perceived value
- Virtual commerce
