Paper Type
Short
Paper Number
PACIS2025-1742
Description
With development of AI technology, virtual streamers are emerging as a replacement for human streamers in live commerce. Given the experiential nature of tourism products, consumers require substantial information and prefer immersive environments. It is necessary to examine the influence of virtual streamers on consumers’ attitudes and their subsequent behavioral intention in tourism live commerce. Therefore, this study draws on heuristic-systematic model and presence theory to investigate the effect of virtual streamer characteristics and vicarious learning on the sense of presence, and further examines the influence of social presence and telepresence on continuous watch intention. A multi-analytical approach combining SEM and fsQCA is conducted to identify the relationship between the antecedents and the outcome variables. The findings contribute to a more comprehensive understanding of consumer experience in tourism commerce and offer practical insights for operators
Recommended Citation
TANG, TONGXUAN; SONG, WENLING; and Chung, Namho, "AI-Powered Virtual Streamers and Presence in Tourism Live Commerce: Enhancing Continuous Watch Intention" (2025). PACIS 2025 Proceedings. 4.
https://aisel.aisnet.org/pacis2025/emerg_tech/emerg_tech/4
AI-Powered Virtual Streamers and Presence in Tourism Live Commerce: Enhancing Continuous Watch Intention
With development of AI technology, virtual streamers are emerging as a replacement for human streamers in live commerce. Given the experiential nature of tourism products, consumers require substantial information and prefer immersive environments. It is necessary to examine the influence of virtual streamers on consumers’ attitudes and their subsequent behavioral intention in tourism live commerce. Therefore, this study draws on heuristic-systematic model and presence theory to investigate the effect of virtual streamer characteristics and vicarious learning on the sense of presence, and further examines the influence of social presence and telepresence on continuous watch intention. A multi-analytical approach combining SEM and fsQCA is conducted to identify the relationship between the antecedents and the outcome variables. The findings contribute to a more comprehensive understanding of consumer experience in tourism commerce and offer practical insights for operators
Comments
Technologies