Can virtual streamers express emotions? Understanding the language style of virtual streamers in livestreaming e-commerce

Virtual streamers have become increasingly prevalent in livestreaming e-commerce because of technological advancements in artificial intelligence. However, there are only a few studies that have explored the language style of virtual streamers in livestreaming e-commerce services. Accordingly, the appropriate language style for the success of virtual streamers needs to be explored. This study used mind perception theory as basis to systematically examine whether, how, and when virtual streamers’ language style affects consumer intention to follow the advice (CIFA) by conducting five experimental studies. Results indicated that emotional language used by virtual streamers is more effective than rational language. Moreover, emotional language leads to higher CIFA, with consumers’ mind perception (perceived agency and perceived experience) mediating this link in the livestreaming e-commerce context. Consumers’ imagery difficulty eliminates the mediating effect of mind perception. Furthermore, consumers with hedonic motivation generate markedly higher perceived experience (but not perceived agency) when virtual streamers use emotional language, consequently contributing to higher CIFA. The findings reveal the different effects of virtual streamers’ language style and offer valuable insights into the significant development of livestreaming e-commerce services.