The future of live-streaming commerce: understanding the role of AI-powered virtual streamers

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.

Citation

Xu, B., Dastane, O., Aw, E.C.-X. and Jha, S. (2024), "The future of live-streaming commerce: understanding the role of AI-powered virtual streamers", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-03-2024-0263