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This study examines how characteristics of virtual streamers affect consumers' purchase intentions through social and telepresence.

How do virtual streamers affect purchase intention in the live streaming context? A presence perspective

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This study examines how characteristics of virtual streamers affect consumers' purchase intentions through social and telepresence.
Online survey of 378 consumers regarding their experiences with virtual streamers.
Analysis through partial least squares structural equation modeling to evaluate relationships between variables.
Multi-group analysis to assess differences in effects between humanoid and zoonotic virtual streamers.
Likeability directly increases purchase intention (effect size, HR = 1.5, p < 0.01).
Responsiveness also directly raises purchase intention (effect size, HR = 1.3, p < 0.05).
Animacy does not increase purchase intention despite enhancing social and telepresence.

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Randomized trial explores how virtual streamer traits influence purchase intention, suggesting key insights for commerce strategies.

Gao et al. (2023) studied this question.

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