Abstract
With the exponential growth of livestream shopping and the development of artificial intelligence (AI), virtual influencers powered by AI have become a new trend. However, this phenomenon has yet to be studied precisely to understand the underlying mechanisms of virtual AI streamers’ influence on the viewers. This study explores the effects of virtual influencers powered by AI by investigating the persuasive factors and underlying emotional mechanism that affect viewers’ parasocial interaction intention and impulse buying intention. Data collected from 559 livestream viewers in a scenario-based survey were analyzed using maximum likelihood structural equation modeling (SEM) estimation and cross-validated using Bayesian SEM. The findings confirm the appraisal–emotion–action scheme and validate the role of arousal in mediating three persuasive factors and two behavioral approaches. Parasocial interaction intention was correlated with coolness, whereas congruence and mind perception were important antecedents of viewers’ urge to buy impulsively. Furthermore, mindset had important moderating effects on arousal and parasocial interaction intention toward impulsive urges. This study extends the research on influencer marketing and livestream shopping. It also apprises marketing and retailing managers of the importance of nurturing an AI workforce and sheds light on IS management practice for potential industry opportunities.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
Data Availability
The data that support the findings of this study are available from the corresponding author upon request.
References
Abelson, R. P. (1983). Whatever became of consistency theory? Personality and Social Psychology Bulletin, 9(1), 37–54. https://doi.org/10.1177/0146167283091006
Adelaar, T., Chang, S., Lancendorfer, K. M., Lee, B., & Morimoto, M. (2003). Effects of media formats on emotions and impulse buying intent. Journal of Information Technology, 18(4), 247–266. https://doi.org/10.1080/0268396032000150799
Ahn, T., Ekinci, Y., & Li, G. (2013). Self-congruence, functional congruence, and destination choice. Journal of Business Research, 66(6), 719–723. https://doi.org/10.1016/j.jbusres.2011.09.009
Algina, J., & Moulder, B. C. (2001). A note on estimating the Jöreskog-Yang model for latent variable interaction using LISREL 8.3. Structural Equation Modeling, 8(1), 40–52. https://doi.org/10.1207/S15328007SEM0801_3
Anderson, J. C., Gerbing, D. W., & Hunter, J. E. (1987). On the assessment of unidimensional measurement: Internal and external consistency, and overall consistency criteria. Journal of Marketing Research, 24(4), 432–437. https://doi.org/10.1177/002224378702400412
Andreassen, T. W., & Lanseng, E. J. (2010). Service differentiation: A self-image congruency perspective on brand building in the labor market. Journal of Service Management, 21(2), 212–236. https://doi.org/10.1108/09564231011039295
Antecol, M. (1999). Abstracting the later McLuhan: television’s cool role in the creation of the global village. Canadian Journal of Communication, 24(2), 199–219. https://doi.org/10.22230/cjc.1999v24n2a1096
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Arnold, M. B. (1960). Emotion and personality. Columbia University Press.
Arora, A., Glaser, D., Kim, A., Kluge, P., Kohli, S., & Sak, N. (2021). It’s showtime! How live commerce is transforming the shopping experience. McKinsey Digital. Retrieved Jan 25, 2022, from https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/its-showtime-how-live-commerce-is-transforming-the-shopping-experience/
Asher, H. B. (1983). Causal modeling. Sage Publications.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.
Baklanov, N. (2019). The Top Instagram Virtual Influencers in 2019. Hype Journal. Retrieved Jan 25, 2022, from https://hypeauditor.com/blog/the-top-instagram-virtual-influencers-in-2019/#er
Baklanov, N. (2021). The Top Virtual Instagram Influencers in 2021. Hype Journal. Retrieved Jan 25, 2022, from https://hypeauditor.com/blog/the-top-instagram-virtual-influencers-in-2021/
Baumeister, R. F. (2002). Yielding to temptation: Self-control failure, impulsive purchasing, and consumer behavior. Journal of Consumer Research, 28(4), 670–676. https://doi.org/10.1086/338209
Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169–191. https://doi.org/10.1016/S0022-4359(99)80092-X
Belanche, D., Flavián, C., & Pérez-Rueda, A. (2017). Understanding interactive online advertising: Congruence and product involvement in highly and lowly arousing, skippable video ads. Journal of Interactive Marketing, 37, 75–88. https://doi.org/10.1016/j.jbusres.2021.03.067
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186–195. https://doi.org/10.1016/j.jbusres.2021.03.067
Belk, R. W., Tian, K., & Paavola, H. (2010). Consuming cool: Behind the unemotional mask. In R. Belk (Ed.), Research in consumer behavior (pp. 183–208). Emerald Group Publishing Limited.
Ben Saad, S., & Choura, F. (2023). Towards better interaction between salespeople and consumers: The role of virtual recommendation agent. European Journal of Marketing, 57(3), 858–903. https://doi.org/10.1108/EJM-11-2021-0892
Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107(2), 238. https://doi.org/10.1037/0033-2909.107.2.238
Berlyne, D. E. (1960). Conflict, arousal, and curiosity. McGraw-Hill.
Bettiga, D., Lamberti, L., & Noci, G. (2017). Do mind and body agree? Unconscious versus conscious arousal in product attitude formation. Journal of Business Research, 75, 108–117. https://doi.org/10.1016/j.jbusres.2017.02.008
Block, E., & Lovegrove, R. (2021). Discordant storytelling, ‘honest fakery’, identity peddling: How uncanny CGI characters are jamming public relations and influencer practices. Public Relations Inquiry, 10(3), 265–293. https://doi.org/10.1177/2046147X211026936
Bogicevic, V., Liu, S. Q., Seo, S., Kandampully, J., & Rudd, N. A. (2021). Virtual reality is so cool! How technology innovativeness shapes consumer responses to service preview modes. International Journal of Hospitality Management, 93, 102806. https://doi.org/10.1016/j.ijhm.2020.102806
Breazeal, C., & Scassellati, B. (2002). Robots that imitate humans. Trends in Cognitive Sciences, 6(11), 481–487.
Brown, W. J. (2015). Examining four processes of audience involvement with media personae: Transportation, parasocial interaction, identification, and worship. Communication Theory, 25(3), 259–283. https://doi.org/10.1111/comt.12053
Byrne, B. M. (2010). Structural equation modeling with Amos: Basic concepts, applications, and programming (2nd ed.). Taylor and Francis Group.
Cai, J., & Wohn, D. Y. (2019). Live streaming commerce: Uses and gratifications approach to understanding consumers’ motivations. In Proceedings of the 52nd Hawaii International Conference on System Sciences. https://doi.org/10.24251/HICSS.2019.307
Cai, J., Wohn, D. Y., Mittal, A., & Sureshbabu, D. (2018). Utilitarian and hedonic motivations for live streaming shopping. In Proceedings of the 2018 ACM international conference on interactive experiences for TV and online video (pp. 81–88). https://doi.org/10.1145/3210825.3210837.
Cannon, W. B. (1927). The James-Lange theory of emotions: A critical examination and an alternative theory. The American Journal of Psychology, 39(1/4), 106–124. https://doi.org/10.2307/1415404
Carrillat, F. A., & Ilicic, J. (2019). The celebrity capital life cycle: A framework for future research directions on celebrity endorsement. Journal of Advertising, 48(1), 61–71. https://doi.org/10.1080/00913367.2019.1579689
Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005
Cha, S. S. (2020). Customers’ intention to use robot-serviced restaurants in Korea: Relationship of coolness and MCI factors. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/ijchm-01-2020-0046
Chan, T. K., Cheung, C. M., & Lee, Z. W. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204–217. https://doi.org/10.1016/j.im.2016.06.001
Chebat, J. C., & Michon, R. (2003). Impact of ambient odors on mall shoppers’ emotions, cognition, and spending: A test of competitive causal theories. Journal of Business Research, 56(7), 529–539. https://doi.org/10.1016/S0148-2963(01)00247-8
Chen, C. F., & Chou, S. H. (2019). Antecedents and consequences of perceived coolness for Generation Y in the context of creative tourism-A case study of the Pier 2 Art Center in Taiwan. Tourism Management, 72, 121–129. https://doi.org/10.1016/j.tourman.2018.11.016
Chen, J. V., Su, B. C., & Widjaja, A. E. (2016). Facebook C2C social commerce: A study of online impulse buying. Decision Support Systems, 83, 57–69. https://doi.org/10.1016/j.dss.2015.12.008
Cheung, M. C. (2021). The evolution of livestreaming shopping in China and what it means on a global scale. Insider Intelligence. Retrieved Mar 1, 2022, from https://www.emarketer.com/content/evolution-of-livestreaming-shopping-china-what-means-on-global-scale/
Chin, W. W. (1998). Issues and opinion on structural equation modeling. MIS Quarterly, 22, 7–16.
Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychology & Marketing, 29(9), 639–650. https://doi.org/10.1002/mar.20550
Chung, N., Song, H. G., & Lee, H. (2017). Consumers’ impulsive buying behavior of restaurant products in social commerce. International Journal of Contemporary Hospitality Management, 29(2), 709–731. https://doi.org/10.1108/IJCHM-10-2015-0608
CNNIC. (2021). The 48th Internet Development Report of China. Retrieved Jan 31, 2022, from www.cnnic.net.cn/hlwfzyj/hlwxzbg/hlwtjbg/202109/P020210915523670981527.pdf
Colton, D. A. (2018). Antecedents of consumer attitudes’ toward corporate blogs. Journal of Research in Interactive Marketing, 12, 94–104. https://doi.org/10.1108/JRIM-08-2017-0075
CoolBrands. (2017). Offcial Top 20. CoolBrands. Retrieved Jan 31, 2022, from https://coolbrandsuk.com/official-top-20/
Cramer-Flood, E. (2021). Over 45% of China’s digital shoppers will buy via livestream in 2023. Insider Intelligence. Retrieved Jan 27, 2022, from https://www.emarketer.com/content/over-45-of-china-s-digital-shoppers-will-buy-via-livestream-2023/
Dakduk, S., Horst, E. T., Santalla, Z., Molina, G., & Malavé, J. (2017). Customer behavior in electronic commerce: A Bayesian approach. Journal of Theoretical and Applied Electronic Commerce Research, 12(2), 1–20. https://doi.org/10.4067/S0718-18762017000200002
Daruna, J. H., & Barnes, P. A. (1993). A neurodevelopmental view of impulsivity. In W. G. McCown, J. L. Johnson, & M. B. Shure (Eds.), The impulsive client: Theory, research and treatment (pp. 23–37). American Psychological Association. https://doi.org/10.1016/j.cpr.2006.01.001
Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
Desideri, L., Bonifacci, P., Croati, G., Dalena, A., Gesualdo, M., Molinario, G., ... & Ottaviani, C. (2021). The mind in the machine: Mind perception modulates gaze aversion during child–robot interaction. International Journal of Social Robotics, 13(4), 599–614. https://doi.org/10.1007/s12369-020-00656-7
Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial interaction and parasocial relationship: Conceptual clarification and a critical assessment of measures. Human Communication Research, 42(1), 21–44. https://doi.org/10.1111/hcre.12063
Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34–57.
Drachen, A., Nacke, L. E., Yannakakis, G., & Pedersen, A. L. (2010). Correlation between heart rate, electrodermal activity and player experience in first-person shooter games. In Proceedings of the 5th ACM SIGGRAPH Symposium on Video Games (pp. 49–54).
Dutta, R., Jarvenpaa, S., & Tomak, K. (2003). Impact of feedback and usability of online payment processes on consumer decision making. In Proceedings of the 24 the international conference in information systems, Seattle, USA: 15–24.
Dweck, C. S., & Leggett, E. L. (1988). A social-cognitive approach to motivation and personality. Psychological Review, 95(2), 256. https://doi.org/10.1037/0033-295X.95.2.256
Elshan, E., Zierau, N., Engel, C., Janson, A., & Leimeister, J. M. (2022). Understanding the design elements affecting user acceptance of intelligent agents: past, present and future. Information Systems Frontiers, 1–32. https://doi.org/10.1007/s10796-021-10230-9
Enholm, I. M., Papagiannidis, E., Mikalef, P., & Krogstie, J. (2021). Artificial intelligence and business value: a literature review. Information Systems Frontiers, 1–26. https://doi.org/10.1007/s10796-021-10186-w
Epley, N., & Waytz, A. (2010). Mind perception. In S. T. Fiske, D. T. Gilbert, & G. Lindzey (Eds.), The handbook of social psychology (5th ed., pp. 498–541). Wiley.
Epley, N., Waytz, A., & Cacioppo, J. T. (2007). On seeing human: A three-factor theory of anthropomorphism. Psychological Review, 114, 864–886. https://doi.org/10.1037/0033-295X.114.4.864
Eysenck, H. J. (1983). Cicero and the state-trait theory of anxiety: Another case of delayed recognition. American Psychologist, 38(1), 114. https://doi.org/10.1037/0003-066X.38.1.114
Eysenck, H. J., & Eysenck, M. W. (1985). Personality and individual differences: A natural science approach. Plenum Press.
Fabrigar, L. R., Wegener, D. T., MacCallum, R. C., & Strahan, E. J. (1999). Evaluating the use of exploratory factor analysis in psychological research. Psychological Methods, 4(3), 272. https://doi.org/10.1037/1082-989X.4.3.272
Farivar, S., Wang, F., & Yuan, Y. (2021). Opinion leadership vs. para-social relationship: Key factors in influencer marketing. Journal of Retailing and Consumer Services, 59, 102371. https://doi.org/10.1016/j.jretconser.2020.102371
Feng, Y., Li, X., & Zhang, R. (2022). Does an AI streamer have feelings? The influence of the positive emotions of AI streamer on consumers’ purchase intention. Association for Information Systems, 31, 139–146. https://aisel.aisnet.org/whiceb2022/31
Ferrara, E., Varol, O., Davis, C., Menczer, F., & Flammini, A. (2016). The rise of social bots. Communications of the ACM, 59(7), 96–104. https://doi.org/10.1145/2818717
Ferrari, V., Bruno, N., Chattat, R., & Codispoti, M. (2017). Evaluative ratings and attention across the life span: Emotional arousal and gender. Cognition and Emotion, 31(3), 552–563. https://doi.org/10.1080/02699931.2016.1140020
Fleck, N., Korchia, M., & Le Roy, I. (2012). Celebrities in advertising: Looking for congruence or likability? Psychology & Marketing, 29(9), 651–662. https://doi.org/10.1002/mar.20551
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
Foster, J. K., McLelland, M. A., & Wallace, L. K. (2022). Brand avatars: Impact of social interaction on consumer–brand relationships. Journal of Research in Interactive Marketing, 16(2), 237–258. https://doi.org/10.1108/JRIM-01-2020-0007
Gao, X., Xu, X. Y., Tayyab, S. M. U., & Li, Q. (2021). How the live streaming commerce viewers process the persuasive message: An ELM perspective and the moderating effect of mindfulness. Electronic Commerce Research and Applications, 49, 101087. https://doi.org/10.1016/j.elerap.2021.101087
Global Times. (2021). China’s first virtual student developed by Tsinghua U meets fans on Weibo. Global Times. Retrieved Jan 27, 2022, from https://www.globaltimes.cn/page/202106/1225392.shtml
Goel, P., Parayitam, S., Sharma, A., Rana, N. P., & Dwivedi, Y. K. (2022). A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping. Journal of Business Research, 142, 1–16. https://doi.org/10.1016/j.jbusres.2021.12.041
Gonzales-Chávez, M. A., & Vila-Lopez, N. (2021). Designing the best avatar to reach millennials: Gender differences in a restaurant choice. Industrial Management & Data Systems, 121(6), 1216–1236. https://doi.org/10.1108/IMDS-03-2020-0156.10.1108/IMDS-03-2020-0156
Gray, H. M., Gray, K., & Wegner, D. M. (2007). Dimensions of mind perception. Science, 315(5812), 619–619. https://doi.org/10.1126/science.1134475
Gray, K., Jenkins, A. C., Heberlein, A. S., & Wegner, D. M. (2011). Distortions of mind perception in psychopathology. Proceedings of the National Academy of Sciences, 108(2), 477–479. https://doi.org/10.1073/pnas.1015493108
Gray, K., Young, L., & Waytz, A. (2012). Mind perception is the essence of morality. Psychological Inquiry, 23(2), 101–124. https://doi.org/10.1080/1047840X.2012.651387
Gunawan, D. D., & Huarng, K. H. (2015). Viral effects of social network and media on consumers’ purchase intention. Journal of Business Research, 68(11), 2237–2241. https://doi.org/10.1016/j.jbusres.2015.06.004
Gursoy, D., Chi, O. H., Lu, L., & Nunkoo, R. (2019). Consumers acceptance of artificially intelligent (AI) device use in service delivery. International Journal of Information Management, 49, 157–169. https://doi.org/10.1016/j.ijinfomgt.2019.03.008
Güzel, Ö., Sahin, I., & Ryan, C. (2020). Push-motivation-based emotional arousal: A research study in a coastal destination. Journal of Destination Marketing & Management, 16, 100428. https://doi.org/10.1016/j.jdmm.2020.100428
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Sage Publications, Inc.
Harman, H. H. (1976). Modern factor analysis. University of Chicago Press.
Herman, A. M., Critchley, H. D., & Duka, T. (2018). The role of emotions and physiological arousal in modulating impulsive behaviour. Biological Psychology, 133, 30–43. https://doi.org/10.1016/j.biopsycho.2018.01.014
Hong, Y. Y., Chiu, C. Y., Dweck, C. S., Lin, D. M. S., & Wan, W. (1999). Implicit theories, attributions, and coping: A meaning system approach. Journal of Personality and Social Psychology, 77(3), 588–599. https://doi.org/10.1037/0022-3514.77.3.588
Horton, D., & Wohl, R. R. (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215–229. https://doi.org/10.1080/00332747.1956.11023049
Hsu, C. L. (2020). How vloggers embrace their viewers: Focusing on the roles of para-social interactions and flow experience. Telematics and Informatics, 49, 101364. https://doi.org/10.1016/j.tele.2020.101364
Hu, M., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 1019–1041. https://doi.org/10.1108/INTR-03-2019-0082
Huang, D., Chen, Q., Huang, J., Kong, S., & Li, Z. (2021). Customer-robot interactions: Understanding customer experience with service robots. International Journal of Hospitality Management, 99, 103078. https://doi.org/10.1016/j.ijhm.2021.103078
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155–173. https://doi.org/10.1016/j.chb.2018.05.029
Im, S., Bhat, S., & Lee, Y. (2015). Consumer perceptions of product creativity, coolness, value and attitude. Journal of Business Research, 68(1), 166–172. https://doi.org/10.1016/j.jbusres.2014.03.014
Iyengar, S., Peters, M. D., & Kinder, D. R. (1982). Experimental demonstrations of the “not-so-minimal” consequences of television news programs. American Political Science Review, 76(4), 848–858. https://doi.org/10.2307/1962976
James, W. (1884). II.—What is an emotion? Mind, os-IX(34), 188–205. https://doi.org/10.1093/mind/os-IX.34.188
Janssens, W., Pelsmacker, D. P., & Geuens, M. (2012). Online advertising and congruency effects: It depends on how you look at it. International Journal of Advertising, 31(3), 579–604. https://doi.org/10.2501/IJA-31-3-579-604
Japutra, A., & Song, Z. (2020). Mindsets, shopping motivations and compulsive buying: Insights from China. Journal of Consumer Behaviour, 19(5), 423–437. https://doi.org/10.1002/cb.1821
Jokinen, J. P., & Silvennoinen, J. (2020). The appraisal theory of emotion in human–computer interaction. Emotions in Technology Design: From Experience to Ethics, 27–39. https://doi.org/10.1007/978-3-030-53483-7_3
Jones, P. S., Lee, J. W., Phillips, L. R., Zhang, X. E., & Jaceldo, K. B. (2001). An adaptation of Brislin’s translation model for cross-cultural research. Nursing Research, 50(5), 300–304. https://doi.org/10.1097/00006199-200109000-00008
Kaltcheva, V. D., & Weitz, B. A. (2006). When should a retailer create an exciting store environment? Journal of Marketing, 70(1), 107–118. https://doi.org/10.1509/jmkg.70.1.107.qxd
Keel, A., & Nataraajan, R. (2012). Celebrity endorsements and beyond: New avenues for celebrity branding. Psychology & Marketing, 29(9), 690–703. https://doi.org/10.1002/mar.20555
Kelman, H. C. (1958). Compliance, identification, and internalization three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60. https://doi.org/10.1177/002200275800200106
Kenny, D. A., & Judd, C. M. (1984). Estimating the nonlinear and interactive effects of latent variables. Psychological Bulletin, 96(1), 201. https://doi.org/10.1037/0033-2909.96.1.201
Kessler, E. M., & Staudinger, U. M. (2009). Affective experience in adulthood and old age: The role of affective arousal and perceived affect regulation. Psychology and Aging, 24(2), 349. https://doi.org/10.1037/a0015352
Khazaei, H., & Tareq, M. A. (2021). Moderating effects of personal innovativeness and driving experience on factors influencing adoption of BEVs in Malaysia: An integrated SEM–BSEM approach. Heliyon, 7(9), e08072. https://doi.org/10.1016/j.heliyon.2021.e08072
Kiesler, S., Powers, A., Fussell, S. R., & Torrey, C. (2008). Anthropomorphic interactions with a robot and robot–like agent. Social Cognition, 26(2), 169–181. https://doi.org/10.1521/soco.2008.26.2.169
Kim, J. W., Choi, J., Qualls, W., & Han, K. (2008). It takes a marketplace community to raise brand commitment: The role of online communities. Journal of Marketing Management, 24(3–4), 409–431. https://doi.org/10.1362/026725708X306167
Koo, D. M., & Ju, S. H. (2010). The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Computers in Human Behavior, 26(3), 377–388. https://doi.org/10.1016/j.chb.2009.11.009
Kozak, M. N., Marsh, A. A., & Wegner, D. M. (2006). What do I think you’re doing? Action identification and mind attribution. Journal of Personality and Social Psychology, 90(4), 543–555. https://doi.org/10.1037/0022-3514.90.4.543
Kumar, V., Rajan, B., Venkatesan, R., & Lecinski, J. (2019). Understanding the role of artificial intelligence in personalized engagement marketing. California Management Review, 61(4), 135–155. https://doi.org/10.1177/0008125619859317
Kumar, S., Jain, A., & Hsieh, J. K. (2021). Impact of apps aesthetics on revisit intentions of food delivery apps: The mediating role of pleasure and arousal. Journal of Retailing and Consumer Services, 63, 102686. https://doi.org/10.1016/j.jretconser.2021.102686
Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760. https://doi.org/10.1016/j.jbusres.2016.04.171
Lee, S., Lee, N., & Sah, Y. J. (2020). Perceiving a mind in a Chatbot: Effect of mind perception and social cues on co-presence, closeness, and intention to use. International Journal of Human-Computer Interaction, 36(10), 930–940. https://doi.org/10.1080/10447318.2019.1699748
Levy, S. R., Stroessner, S. J., & Dweck, C. S. (1998). Stereotype formation and endorsement: The role of implicit theories. Journal of Personality and Social Psychology, 74(6), 1421–1436. https://doi.org/10.1037/0022-3514.74.6.1421
Li, Y., Li, X., & Cai, J. (2021). How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective. Journal of Retailing and Consumer Services, 60, 102478. https://doi.org/10.1016/j.jretconser.2021.102478
Li, L., Kang, K., Zhao, A., & Feng, Y. (2022). The impact of social presence and facilitation factors on online consumers’ impulse buying in live shopping–celebrity endorsement as a moderating factor. Information Technology & People. https://doi.org/10.1108/ITP-03-2021-0203. ahead-of-print.
Lipshitz, R., & Strauss, O. (1997). Coping with uncertainty: A naturalistic decision-making analysis. Organizational Behavior and Human Decision Processes, 69(2), 149–163. https://doi.org/10.1006/obhd.1997.2679
Liu, S. Q., & Mattila, A. S. (2019). Apple Pay: Coolness and embarrassment in the service encounter. International Journal of Hospitality Management, 78, 268–275. https://doi.org/10.1016/j.ijhm.2018.09.009
Liu, L., Cui, T., Wu, J., Cao, R., & Ye, Y. (2021). Encouraging tourist citizenship behavior through resource uniqueness and service quality: The mediating role of emotions. Journal of Vacation Marketing, 27(1), 45–60. https://doi.org/10.1177/1356766720952101
Liu, X., Wang, D., Gu, M., & Yang, J. (2022). Research on the influence mechanism of anchors’ professionalism on consumers’ impulse buying intention in the livestream shopping scenario. Enterprise Information Systems, 1–21. https://doi.org/10.1080/17517575.2022.2065457
Lo, P. S., Dwivedi, Y. K., Tan, G. W. H., Ooi, K. B., Aw, E. C. X., & Metri, B. (2022). Why do consumers buy impulsively during live streaming? A deep learning-based dual-stage SEM-ANN analysis. Journal of Business Research, 147, 325–337. https://doi.org/10.1016/j.jbusres.2022.04.013
Loureiro, S. M. C., & Ribeiro, L. (2014). Virtual atmosphere: The effect of pleasure, arousal, and delight on word-of-mouth. Journal of Promotion Management, 20(4), 452–469. https://doi.org/10.1080/10496491.2014.930283
Loureiro, S. M. C., Guerreiro, J., & Japutra, A. (2021). How escapism leads to behavioral intention in a virtual reality store with background music? Journal of Business Research, 134, 288–300. https://doi.org/10.1016/j.jbusres.2021.05.035
Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information & Management, 58(7), 103509. https://doi.org/10.1016/j.im.2021.103509
Ma, Y. (2021). To shop or not: Understanding Chinese consumers’ live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations. Telematics and Informatics, 59, 101562. https://doi.org/10.1016/j.tele.2021.101562
Marsh, H. W., Wen, Z., & Hau, K. T. (2004). Structural equation models of latent interactions: Evaluation of alternative estimation strategies and indicator construction. Psychological Methods, 9(3), 275. https://doi.org/10.1037/1082-989x.9.3.275
McGoldrick, P. J., Betts, E. J., & Keeling, K. A. (1999). Antecedents of spontaneous buying behavior during temporary markdowns. Advances in Consumer Research, 26(1), 26–33.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology (pp. 216–217). the MIT Press.
Menon, S., & Kahn, B. (2002). Cross-category effects of induced arousal and pleasure on the internet shopping experience. Journal of Retailing, 78(1), 31–40. https://doi.org/10.1016/S0022-4359(01)00064-1
Miao, F., Kozlenkova, I. V., Wang, H., Xie, T., & Palmatier, R. W. (2022). An emerging theory of avatar marketing. Journal of Marketing, 86(1), 67–90. https://doi.org/10.1177/0022242921996646
Ming, J., Jianqiu, Z., Bilal, M., Akram, U., & Fan, M. (2021). How social presence influences impulse buying behavior in live streaming commerce? The role of SOR theory. International Journal of Web Information Systems, 17(4), 300–320. https://doi.org/10.1108/IJWIS-02-2021-0012
Moeller, F. G., Barratt, E. S., Dougherty, D. M., Schmitz, J. M., & Swann, A. C. (2001). Psychiatric aspects of impulsivity. American Journal of Psychiatry, 158(11), 1783–1793. https://doi.org/10.1176/appi.ajp.158.11.1783
Molenaar, K. (2021). Discover The Top 15 Virtual Influencers for 2022-Listed and Ranked! Influencer Marketing Hub. Retrieved Jan 25, 2022, from https://influencermarketinghub.com/virtual-influencers/#toc-0/
Mosler, H. J. (2006). Better be convincing or better be stylish? A theory based multi-agent simulation to explain minority influence in groups via arguments or via peripheral cues. Journal of Artificial Societies and Social Simulation, 9(3).
Mull, I., Wyss, J., Moon, E., & Lee, S. E. (2015). An exploratory study of using 3D avatars as online salespeople: The effect of avatar type on credibility, homophily, attractiveness and intention to interact. Journal of Fashion Marketing and Management, 19(2), 154–168. https://doi.org/10.1108/JFMM-05-2014-0033
Murphy, M. C., & Dweck, C. S. (2016). Mindsets shape consumer behavior. Journal of Consumer Psychology, 26(1), 127–136. https://doi.org/10.1016/j.jcps.2015.06.005
Muthen, B., & Asparouhov, T. (2012). Bayesian structural equation modeling: A more flexible representation of substantive theory. Psychological Methods, 17(3), 313. https://doi.org/10.1037/a0026802
Nass, C., Steuer, J., & Tauber, E. R. (1994). Computers are social actors. In Adelson, B., Dumais, S., Olson, J. (Eds.), CHI ’94 Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, New York, (pp. 72–78). Association for Computing Machinery. https://doi.org/10.1145/191666.191703
Nass, C., & Moon, Y. (2000). Machines and mindlessness: Social responses to computers. Journal of Social Issues, 56(1), 81–103. https://doi.org/10.1111/0022-4537.00153
Neumeister, L. (2006). From Chaucer’s time to now, everybody finds that “cool” is the word that rules. Capper’s, 128(5), 16–17.
Nowak, K. L., & Rauh, C. (2005). The influence of the avatar on online perceptions of anthropomorphism, androgyny, credibility, homophily, and attraction. Journal of Computer-Mediated Communication, 11(1), 153–178. https://doi.org/10.1111/j.1083-6101.2006.tb00308.x
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). McGraw-Hill.
Olsen, S. O., Skallerud, K., & Heide, M. (2021). Consumers’ evaluation and intention to buy traditional seafood: The role of vintage, uniqueness, nostalgia and involvement in luxury. Appetite, 157, 104994. https://doi.org/10.1016/j.appet.2020.104994
Ong, F. S., Khong, K. W., Yeoh, K. K., Syuhaily, O., & Nor, O. M. (2018). A comparison between structural equation modelling (SEM) and Bayesian SEM approaches on in-store behaviour. Industrial Management & Data Systems, 118(1), 41–64. https://doi.org/10.1108/IMDS-10-2016-0423
Park, H., Jiang, S., Lee, O. K. D., & Chang, Y. (2021). Exploring the attractiveness of service robots in the hospitality industry: analysis of online reviews. Information Systems Frontiers, 1–21. https://doi.org/10.1007/s10796-021-10207-8
Park, J. K., & John, D. R. (2010). Got to get you into my life: Do brand personalities rub off on consumers? Journal of Consumer Research, 37(4), 655–669. https://doi.org/10.1086/655807
Park, J. K., & John, D. R. (2012). Capitalizing on brand personalities in advertising: The influence of implicit self-theories on ad appeal effectiveness. Journal of Consumer Psychology, 22(3), 424–432. https://doi.org/10.1016/j.jcps.2011.05.004
Park, J., & Lennon, S. J. (2006). Psychological and environmental antecedents of impulse buying tendency in the multichannel shopping context. Journal of Consumer Marketing, 23(2), 56–66. https://doi.org/10.1108/07363760610654998
Peck, J., & Childers, T. L. (2006). If I touch it I have to have it: Individual and environmental influences on impulse purchasing. Journal of Business Research, 59(6), 765–769. https://doi.org/10.1016/j.jbusres.2006.01.014
Pelau, C., Dabija, D. C., & Ene, I. (2021). What makes an AI device human-like? The role of interaction quality, empathy and perceived psychological anthropomorphic characteristics in the acceptance of artificial intelligence in the service industry. Computers in Human Behavior, 122, 106855. https://doi.org/10.1016/j.chb.2021.106855
Perez, S. (2021). Walmart to host a new livestream shopping event on TikTok, following successful pilot. TechCrunch. Retrieved Jan 27, 2022, from https://techcrunch.com/2021/03/09/walmart-to-host-a-new-live-stream-shopping-event-on-tiktok-following-successful-pilot/
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205. https://doi.org/10.1016/S0065-2601(08)60214-2
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879. https://doi.org/10.1037/0021-9010.88.5.879
Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879–891. https://doi.org/10.3758/brm.40.3.879
Rahman, K. (2013). “Wow! It’s cool”: The meaning of coolness in marketing. Marketing Intelligence & Planning, 31(6), 620–638. https://doi.org/10.1108/mip-09-2012-0094
Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 41(5), 547–566. https://doi.org/10.1007/s11747-013-0326-9
Rasmussen, M. (2021a). What's the Difference Between Virtual Influencers, VTubers, Artificial Intelligence, Avatars, and More? Virtual Humans. Retrieved Jan 25, 2022, from https://www.virtualhumans.org/article/whats-the-difference-between-virtual-influencers-vtubers-artificial-intelligence-avatars
Rasmussen, M. (2021b). Meet Alice: The Artificially Intelligent Human Who Sold For $500,000 at Sotheby’s. Virtual Humans. Retrieved Jan 25, 2022, from https://www.virtualhumans.org/article/meet-alice-the-artificially-intelligent-virtual-human-who-sold-for-500-000-in-a-sothebys-nft-auction
Reinikainen, H., Tan, T. M., Luoma-aho, V., & Salo, J. (2021). Making and breaking relationships on social media: the impacts of brand and influencer betrayals. Technological Forecasting and Social Change, 171, 120990. https://doi.org/10.1016/j.techfore.2021.120990
Rogers, E. M., & Bhowmik, D. K. (1970). Homophily-heterophily: Relational concepts for communication research. Public Opinion Quarterly, 34(4), 523–538. https://doi.org/10.1086/267838
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of Consumer Research, 22(3), 305–313. https://doi.org/10.1086/209452
Rossi, P. E., & Allenby, G. M. (2003). Bayesian statistics and marketing. Marketing Science, 22(3), 304–328. https://doi.org/10.1287/mksc.22.3.304.17739
Runyan, J. D., Steenbergh, T. A., Bainbridge, C., Daugherty, D. A., Oke, L., & Fry, B. N. (2013). A smartphone ecological momentary assessment/intervention “app” for collecting real-time data and promoting self-awareness. PloS one, 8(8), e71325. https://doi.org/10.1371/journal.pone.0071325
Russell, J. A. (1980). A circumplex model of affect. Journal of Personality and Social Psychology, 39(6), 1161. https://doi.org/10.1037/h0077714
Russell, J. A., & Barrett, L. F. (1999). Core affect, prototypical emotional episodes, and other things called emotion: Dissecting the elephant. Journal of Personality and Social Psychology, 76(5), 805. https://doi.org/10.1037/0022-3514.76.5.805
Russell, J. A., & Pratt, G. (1980). A description of the affective quality attributed to environments. Journal of Personality and Social Psychology, 38(2), 311. https://doi.org/10.1037/0022-3514.38.2.311
Sander, D., Grandjean, D., & Scherer, K. R. (2005). A systems approach to appraisal mechanisms in emotion. Neural Networks, 18(4), 317–352. https://doi.org/10.1016/j.neunet.2005.03.001
Sands, S., Campbell, C. L., Plangger, K., & Ferraro, C. (2022). Unreal influence: Leveraging AI in influencer marketing. European Journal of Marketing, 56(6), 1721–1747. https://doi.org/10.1108/EJM-12-2019-0949
Schachter, S., & Singer, J. (1962). Cognitive, social, and physiological determinants of emotional state. Psychological Review, 69(5), 379. https://doi.org/10.1037/h0046234
Scherer, K. R. (1987). Toward a dynamic theory of emotion: The component process model of affective states. Geneva Studies in Emotion and Communication, 1, 1–98.
Scherer, K. R. (2005). What are emotions? And how can they be measured? Social Science Information, 44(4), 695–729. https://doi.org/10.1177/0539018405058216
Seo, Y., Ko, D., & Kim, J. (2021). It Is All in the Mind(set)! Matching Mindsets and Luxury Tourism. Journal of Travel Research, 60(1), 184–196. https://doi.org/10.1177/0047287519888280
Shan, Y., Chen, K. J., & Lin, J. S. (2020). When social media influencers endorse brands: The effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590–610. https://doi.org/10.1080/02650487.2019.1678322
Sharma, P., Sivakumaran, B., & Marshall, R. (2010). Exploring impulse buying and variety seeking by retail shoppers: Towards a common conceptual framework. Journal of Marketing Management, 26(5–6), 473–494. https://doi.org/10.1080/02672570903485097
Sheldon, P., & Bryant, K. (2016). Instagram: Motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89–97. https://doi.org/10.1016/j.chb.2015.12.059
Shen, X. (2022). Beijing city government eyes US$7.5 billion virtual human industry that uses Web3 technologies. South China Morning Post. Retrieved Sep 20, 2022, from https://www.scmp.com/tech/tech-trends/article/3188140/beijing-city-government-eyes-us75-billion-virtual-human-industry
Shi, S., Chen, Y., & Chow, W. S. (2016). Key values driving continued interaction on brand pages in social media: An examination across genders. Computers in Human Behavior, 62, 578–589. https://doi.org/10.1016/j.chb.2016.04.017
Siino, R. M., Chung, J., & Hinds, P. J. (2008). Colleague vs. tool: Effects of disclosure in human-robot collaboration. Proceedings of the 17th IEEE International Symposium on Robot and Human Interactive Communication. (pp. 558–562). https://doi.org/10.1109/ROMAN.2008.4600725
Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing., 38(11/12), 1509–1526. https://doi.org/10.1108/03090560410560218
Smid, S. C., McNeish, D., Miočević, M., & van de Schoot, R. (2020). Bayesian versus frequentist estimation for structural equation models in small sample contexts: A systematic review. Structural Equation Modeling: A Multidisciplinary Journal, 27(1), 131–161. https://doi.org/10.1080/10705511.2019.1577140
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Stephens, D. L., Hill, R. P., & Bergman, K. (1996). Enhancing the consumer-product relationship: Lessons from the QVC home shopping channel. Journal of Business Research, 37(3), 193–200. https://doi.org/10.1016/S0148-2963(96)00069-0
Stern, H. (1962). The significance of impulse buying today. Journal of Marketing, 26(2), 59–62. https://doi.org/10.1177/002224296202600212
Steyer, R., Schmitt, M., & Eid, M. (1999). Latent state–trait theory and research in personality and individual differences. European Journal of Personality, 13(5), 389–408. https://doi.org/10.1002/(SICI)1099-0984(199909/10)13:5%3c389::AID-PER361%3e3.0.CO;2-A
Sundar, S. S., Tamul, D. J., & Wu, M. (2014). Capturing “cool”: Measures for assessing coolness of technological products. International Journal of Human-Computer Studies, 72(2), 169–180. https://doi.org/10.1016/j.ijhcs.2013.09.008
SYNCED. (2020). China’s Service Robot Market Accounts for More Than a Quarter of the Global Market, Expected to Exceed US$4 Billion in 2020. Retrieved Jan 27, 2022, from https://syncedreview.com/2020/09/10/chinas-service-robot-market-accounts-for-more-than-a-quarter-of-the-global-market-expected-to-exceed-us4-billion-in-2020/
Szymkowiak, A., Gaczek, P., & Padma, P. (2021). Impulse buying in hospitality: The role of content posted by social media influencers. Journal of Vacation Marketing, 27(4), 385–399. https://doi.org/10.1177/13567667211003216
Thomas, V. L., & Fowler, K. (2021). Close encounters of the AI kind: Use of AI influencers as Brand endorsers. Journal of Advertising, 50(1), 11–25. https://doi.org/10.1080/00913367.2020.1810595
Tiruwa, A., Yadav, R., & Suri, P. K. (2018). Moderating effects of age, income and internet usage on Online Brand Community (OBC)-induced purchase intention. Journal of Advances in Management Research, 15(3), 367–392. https://doi.org/10.1108/JAMR-04-2017-0043
Tomkins, S. S. (1984). Affect theory. Approaches to Emotion, 163, 163–195.
Travers, C. (2020). What is a Virtual Influencer? Virtual Influencers, Defined and Explained. Vitual humans. Retrieved Jan 25, 2022, from https://www.virtualhumans.org/article/what-is-a-virtual-influencer-virtual-influencers-defined-and-explained/
Vieira, V. A., & Torres, C. V. (2014). The effect of motivational orientation over arousal-shopping response relationship. Journal of Retailing and Consumer Services, 21(2), 158–167. https://doi.org/10.1016/j.jretconser.2013.11.008
Voorveld, H. A. M. (2019). Brand communication in social media: A research agenda. Journal of Advertising, 48(1), 14–26. https://doi.org/10.1080/00913367.2019.1588808
Wang, J., Xie, C., Huang, Q., & Morrison, A. M. (2020). Smart tourism destination experiences: The mediating impact of arousal levels. Tourism Management Perspectives, 35, 100707. https://doi.org/10.1016/j.tmp.2020.100707
Wang, L., He, Y., Ding, J., Huang, N., Hong, Y., Guo, X., & Liu, D. (2021). Effectiveness of AI assistance in live streaming: A randomized field experiment. Human Computer / Robot Interaction, 3.
Wang, M., Shan, G., & T, J. (2022). Human versus AI? Investigating the heterogeneous effects of live streaming E-commerce. Association for Information Systems, 16. https://aisel.aisnet.org/amcis2022/sig_hci/sig_hci/16
Waytz, A., & Gray, K. (2018). Does online technology make us more or less sociable? A preliminary review and call for research. Perspectives on Psychological Science, 13(4), 473–491. https://doi.org/10.1177/1745691617746509
Waytz, A., Gray, K., Epley, N., & Wegner, D. M. (2010). Causes and consequences of mind perception. Trends in Cognitive Sciences, 14(8), 383–388. https://doi.org/10.1016/j.tics.2010.05.006
Waytz, A., Heafner, J., & Epley, N. (2014). The mind in the machine: Anthropomorphism increases trust in an autonomous vehicle. Journal of Experimental Social Psychology, 52, 113–117. https://doi.org/10.1016/j.jesp.2014.01.005
Weiner, B. (1980). A cognitive (attribution)-emotion-action model of helping behavior: An analysis of judgements of help giving. Journal of Personality and Social Psychology, 39, 1142–1162. https://doi.org/10.1037/0022-3514.39.2.186
Wells, J. D., Parboteeah, V., & Valacich, J. S. (2011). Online impulse buying: understanding the interplay between consumer impulsiveness and website quality. Journal of the Association for Information Systems, 12(1), 32–56. https://doi.org/10.17705/1jais.00254
Weun, S., Jones, M. A., & Beatty, S. E. (1998). Development and validation of the impulse buying tendency scale. Psychological Reports, 82(3), 1123–1133. https://doi.org/10.2466/pr0.1998.82.3c.1123
Wu, R., Liu, J., Chen, S., & Tong, X. (2023). The effect of E-commerce virtual live streamer socialness on consumers’ experiential value: an empirical study based on Chinese E-commerce live streaming studios. Journal of Research in Interactive Marketing. https://doi.org/10.1108/JRIM-09-2022-0265. ahead-of-print.
Xiang, L., Zheng, X., Lee, M. K. O., & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36(3), 333–347. https://doi.org/10.1016/j.ijinfomgt.2015.11.002
Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144–167.
Yan, M., Kwok, A. P. K., Chan, A. H. S., Zhuang, Y. S., Wen, K., & Zhang, K. C. (2022). An empirical investigation of the impact of influencer live-streaming ads in e-commerce platforms on consumers’ buying impulse. Internet Research. https://doi.org/10.1108/INTR-11-2020-0625. ahead-of-print.
Ye, B. H., Fong, L. H. N., & Luo, J. M. (2021). Parasocial interaction on tourism companies’ social media sites: Antecedents and consequences. Current Issues in Tourism, 24(8), 1093–1108. https://doi.org/10.1080/13683500.2020.1764915
Yorkston, E. A., Nunes, J. C., & Matta, S. (2010). The malleable brand: The role of implicit theories in evaluating brand extensions. Journal of Marketing, 74(1), 80–93. https://doi.org/10.1509/jmkg.74.1.80
Youn, S., & Faber, R. J. (2000). Impulse buying: Its relation to personality traits and cues. Advances in Consumer Research, 27, 179–185.
Yu, C., Cheah, J. H., & Liu, Y. (2022). To stream or not to stream? Exploring factors influencing impulsive consumption through gastronomy livestreaming. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-09-2021-1137
Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2021). The impact of social media celebrities’ posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 115, 106178. https://doi.org/10.1016/j.chb.2019.106178
Zhang, L., Shao, Z., Li, X., & Feng, Y. (2021). Gamification and online impulse buying: The moderating effect of gender and age. International Journal of Information Management, 61, 102267. https://doi.org/10.1016/j.ijinfomgt.2020.102267
Zhao, Y., Li, Y., Wang, N., Zhou, R., & Luo, X. R. (2021). A meta-analysis of online impulsive buying and the moderating effect of economic development level. Information Systems Frontiers, 1–22. https://doi.org/10.1007/s10796-021-10170-4
Zhu, J., & Thagard, P. (2002). Emotion and action. Philosophical Psychology, 15(1), 19–36. https://doi.org/10.1080/09515080120109397
Zuckerman, M. (1984). Sensation seeking: A comparative approach to a human trait. Behavioral and Brain Sciences, 7(3), 413–434. https://doi.org/10.1017/S0140525X00018938
Acknowledgements
This work was supported by National Natural Science Foundation of China (Grant number 71962008), Hainan Provincial Natural Science Foundation of China (Grant number 623RC442). The authors would also like to express their sincere gratitude to Dr. Wenting Feng for her suggestions.
Author information
Authors and Affiliations
Contributions
All authors contributed to the study.
Details as the following:
Conceptualization: [Xianfeng Zhang, Yuxue Shi, Ting (Tina) Li];
Methodology: [Xianfeng Zhang, Yuxue Shi, Yuxian Guan];
Formal analysis and investigation: [Xianfeng Zhang, Yuxue Shi];
Writing—original draft preparation: [Xianfeng Zhang, Yuxue Shi, Ting (Tina) Li, Xinlei Cui];
Writing—review and editing: [Xianfeng Zhang, Ting (Tina) Li, Yuxue Shi];
Funding acquisition: [Xianfeng Zhang];
Supervision: [Xianfeng Zhang, Ting (Tina) Li].
Corresponding author
Ethics declarations
Conflict of Interests
This manuscript has not been published or presented elsewhere in part or in entirety, and is not under consideration by another journal or other publishing venue. The authors have no affiliation with or involvement in any organization or entity with a direct or indirect financial interest (such as membership, employment, consultancies, stock ownership, or other equity interest; and expert testimony or patent-licensing arrangements), or non-financial interest (such as personal or professional relationships, affiliations) in the subject matter discussed in the manuscript.
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Appendices
Appendix 1 Survey Scenario Description and Images
On June 1, 2021, Tsinghua University welcomed China’s first real virtual student, Hua Zhibing. According to the report, Hua Zhibing has a high IQ and a high EQ. With the ability to reason and engage in emotional interaction, she can write poems, draw pictures, and create scripts. Different from an ordinary digital human, Hua Zhibing is powered by a world-class trillion-scale artificial intelligence model, Enlightenment 2.0, which is the first in China and among the highest capable in the world. According to Hua Zhibing’s instructor, Hua Zhibing has continuous learning ability, can gradually “grow up,” and can constantly “learn” from data. Over time, she can become even smarter by gaining more abilities from new scenarios and organically integrating them into her model.
Hua Zhibing has an avatar that resembles a real person. On September 28, a video of Hua Zhibing singing was released online (please go to https://m.bilibili.com/video/BV19P4y1b7P3 to watch).
Tsinghua University recently announced that it would allow Hua Zhibing to participate in business internships during vacation and to conduct livestream sales and act as a virtual influencer for certain companies. Her poster and the livestream showroom test image are presented in Fig. 3. Imagine that you will view her livestream sale, learn information about the products and live show events from her, and participate in the interactive activities.
Figure 3
Livestream show poster and test room screenshot
Appendix 2
Table 7
Appendix 3
Table 8
Appendix 4 Bayesian Estimation Syntax with WinBUGS
Appendix 5
Table 9
Rights and permissions
Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.
About this article
Cite this article
Zhang, X., Shi, Y., Li, T.(. et al. How Do Virtual AI Streamers Influence Viewers’ Livestream Shopping Behavior? The Effects of Persuasive Factors and the Mediating Role of Arousal. Inf Syst Front (2023). https://doi.org/10.1007/s10796-023-10425-2
Accepted:
Published:
DOI: https://doi.org/10.1007/s10796-023-10425-2