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The Influence of the Characteristics of Virtual Youtuber Live Commerce on Purchase Intention

In: Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)

Author

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  • Zibin Zheng

    (Macau University of Science and Technology, School of Liberal Arts, Bachelor of Hospitality Management)

Abstract

Live commerce, as a new model of online shopping service, combines the dual characteristics of traditional shopping and live streaming. With the diversification of host formats, virtual YouTubers have gradually entered the public view in live commerce. In this context, the characteristics of virtual YouTubers have a significant influence on stimulating consumers’ purchase intentions. This paper focuses on the characteristics of virtual YouTubers in live commerce to explore their impact on consumer purchase intentions. This study uses situational questionnaires and other quantitative research methods to set the degree of recognition, degree of virtualization, degree of interaction, and degree of audience preference matching as the independent variables of this research. It selects social presence and processing fluency as mediating variables, and sets purchase intention as the dependent variable, conducting the research based on this model. We define recognition level as whether the virtual YouTuber’s image used in the live streaming for product promotion is a self-created character by the brand, a famous virtual IP, or a generic virtual human template; we define virtualization level as the degree of virtualization of the virtual YouTuber themselves; we define interaction level as the frequency and effectiveness of the virtual YouTuber’s interactions with the surrounding environment and the live audience; and we define audience preference match degree as whether the audience’s subjective preference for the type of virtual YouTuber aligns with the virtual YouTuber’s image in the live stream. Through the research in this paper, we can get the respondents’ preference and viewing frequency for live broadcast, live streaming with goods, virtual YouTuber live broadcast and virtual YouTuber live streaming with goods, etc. On this basis, we can carry out experiments and finally collect the scale measurements of the respondents after watching the virtual YouTuber live streaming with goods. After that, the experimental program will be further improved and relevant data analysis will be completed on the collected data, which will lead to the final conclusion of this study.

Suggested Citation

  • Zibin Zheng, 2025. "The Influence of the Characteristics of Virtual Youtuber Live Commerce on Purchase Intention," Advances in Economics, Business and Management Research, in: Peng Dou & Keying Zhang (ed.), Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024), pages 749-761, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-706-9_67
    DOI: 10.2991/978-94-6463-706-9_67
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