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How does artificial intelligence digital human live streaming increase TikTok consumer repeat purchase? Interaction between vividness, telepresence, credibility and trust

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  • Wang, Shaofeng
  • Qiang, Jimeng
  • Yao, Kaibo

Abstract

This study investigates the influence of Artificial Intelligence (AI) digital human live streaming on consumer repeat purchase intention on TikTok. Drawing on the source credibility theory and uncanny valley theory, the study employed a 2 (Vividness: High vs. Low) × 2 (Telepresence: High vs. Low) × 2 (Playfulness: High vs. Low) experimental design to examine how vividness, telepresence, and playfulness impact credibility, trust, familiarity, and ultimately repeat purchase intention. Utilizing data from 438 participants and employing PLS-SEM and fsQCA, the results reveal that vividness, telepresence, and playfulness positively affect credibility, trust, and familiarity, which drive repeat purchase intention. Additionally, credibility, trust, and familiarity also act as mediating variables to promote repeat purchase intention. The fsQCA results identify multiple sufficient configurations leading to high repeat purchase intention. The findings advance our understanding of consumer behavior in AI-mediated e-commerce interactions and offer actionable insights for enhancing AI digital human live streaming strategies.

Suggested Citation

  • Wang, Shaofeng & Qiang, Jimeng & Yao, Kaibo, 2025. "How does artificial intelligence digital human live streaming increase TikTok consumer repeat purchase? Interaction between vividness, telepresence, credibility and trust," Journal of Business Research, Elsevier, vol. 201(C).
    • Handle: RePEc:eee:jbrese:v:201:y:2025:i:c:s0148296325005259
    DOI: 10.1016/j.jbusres.2025.115702
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