Streamers have become significant participants in pushing sales as the livestreaming commerce sector is growing rapidly. However, livestreaming commerce businesses are currently constrained by the high expense of human streamers and their limited online time. As a result, the AI streamers began to enter the studio, resulting in increased trading chances. But can AI streamers satisfy consumers and produce good sales performance? In this paper, projecting from both emotional and cognitive perspectives, we examine the impacts of AI streamer’s positive emotions on consumers’ purchase intention. This study has the potential to provide guidance for the development of livestreaming commerce platform and AI streamer design technology.
Feng, Yuanyue; Li, Xiaona; and Zhang, Rongkai, "Does an AI Streamer Have Feelings?The Influence of the Positive Emotions of AI Streamer on Consumers’ Purchase Intention" (2022). WHICEB 2022 Proceedings. 31.