The Impact Mechanism of Differences Between AI Streamers and Human Streamers on Consumer Purchase Intention in E-Commerce Live Streaming

Authors

Jinni Chen, Communication University of China, Beijing, China
Mingyuan Jia, Communication University of China, Beijing, China
Yi Shi, Communication University of China, Beijing, ChinaFollow
Minghui Ma, Nanjing Agricultural University, Nanjing, China

Recommended Citation

Chen, Jinni; Jia, Mingyuan; Shi, Yi; and Ma, Minghui, "The Impact Mechanism of Differences Between AI Streamers and Human Streamers on Consumer Purchase Intention in E-Commerce Live Streaming" (2025). WHICEB 2025 Proceedings. 29.
https://aisel.aisnet.org/whiceb2025/29