Can virtual streamers replace human streamers? The interactive effect of streamer type and product type on purchase intention

Abstract

Purpose

Digitally driven virtual streamers are increasingly utilized in live-streaming commerce, possessing distinct advantages compared to human streamers. However, the applicable scenarios of virtual streamers are still unclear. Focusing on product attribute variances, this paper compares the livestreaming effects of virtual and human streamers to clarify the applicable scenarios for each and assist companies in strategically choosing suitable streamers.

Design/methodology/approach

We conducted four experiments utilizing both images and video as stimulus materials, and each experiment employed different products. To test the proposed model, a total of 1,068 valid participants were recruited, encompassing a diverse group of individuals, including undergraduates and employed workers.

Findings

The results indicate no significant difference between virtual and human streamers in increasing consumers’ purchase intention for utilitarian products. In contrast, human streamers are more effective in enhancing consumer purchase intention for hedonic products, with a mediating role of mental imagery quality. Consumers’ implicit personality variances also influence their willingness to accept virtual streamers.

Originality/value

This paper is the first to compare the effects of virtual and human streamers in promoting different products to enhance our comprehension of virtual streamers. Given the potential risks associated with human streamers, a comprehensive understanding of the role of virtual streamers is imperative for brands when deploying live-streaming commerce activities.

Citation

Yan, R., Tang, Z. and Liu, D. (2024), "Can virtual streamers replace human streamers? The interactive effect of streamer type and product type on purchase intention", Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MIP-11-2023-0623