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How to liberate human labor? Understanding the interplay of virtual streamer type and interaction style in livestreaming e-commerce

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  • Gong, Xiuyuan
  • Sun, Pengkai

Abstract

While AI-backed virtual streamers have become increasingly prevalent in livestreaming e-commerce, there are still disparities in consumer stickiness compared to human-backed virtual streamers. Prior research rarely discussed the essential factors for the success of AI-backed virtual streamers from the perspective of interaction style. Therefore, based on mind perception theory, this study examines the interplay between virtual streamers’ type and interaction style on consumer stickiness through three experimental studies. Results indicated that the difference in stickiness between AI-backed and human-backed virtual streamers becomes insignificant when virtual streamers use social-oriented interactions, and perceived experience mediates this link. Furthermore, the mediating effect of perceived agency becomes significant when AI technology is transparent. Further analysis revealed the heterogeneity in the underlying mechanisms and boundary conditions of consumer stickiness across consumers with different watching frequency. The findings provide valuable implications for the prosperous development of virtual streamers in livestreaming e-commerce.

Suggested Citation

  • Gong, Xiuyuan & Sun, Pengkai, 2026. "How to liberate human labor? Understanding the interplay of virtual streamer type and interaction style in livestreaming e-commerce," Journal of Business Research, Elsevier, vol. 205(C).
    • Handle: RePEc:eee:jbrese:v:205:y:2026:i:c:s0148296325006988
    DOI: 10.1016/j.jbusres.2025.115875
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