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

Bin Xu (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia)
Omkar Dastane (School of Business, Monash University Malaysia, Subang Jaya, Malaysia) (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia)
Eugene Cheng-Xi Aw (UCSI Graduate Business School, UCSI University, Kuala Lumpur, Malaysia) (Faculty of International Tourism and Management, City University of Macau, Macau, China)
Suchita Jha (Symbiosis Institute of International Business, Symbiosis International University, Pune, India)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 8 October 2024

512

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.

Keywords

Acknowledgements

There is no funding received for this research.

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

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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