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Purpose The objective of this study was to examine how high-social and low-social virtual live streamers affect consumers' experiential value (utilitarian value and hedonic value) and the mechanism and boundary conditions behind the effect. Design/methodology/approach The research consisted of four laboratory experiments. Findings The results showed that socialness has a positive significant effect on experiential value. Social presence mediated the effect of socialness on utilitarian value and hedonic value. In the relationship between socialness and experiential value, the moderating effects of communication style and situation were significant. Practical implications This study provides managerial implications for online stores about the use of virtual live streamers. Originality/value The finding of this paper extends the literature on virtual humans or avatars, enriches the literature on the characteristics of virtual humans and tests the explanatory power of social response theory.
Wu et al. (2023) studied this question.