...-generated livestreamer is better for the manufacturer, we consider two scenarios: Human livestreamer sales (Scenario H) and AI-generated livestreamer sales (Scenario A). Consumer disappointment aversion is embedded in the utility specification, enabling us to derive demand and formulate...

...Shaofeng Yuan; Jinping Li Purpose This study examines an overlooked phenomenon in livestreaming commerce: compared with solo-streaming (a single streamer), dyadic co-streaming (a streamer with an opposite-sex assistant) may reduce purchase intentions among opposite-sex viewers. It further explores...

... 2025 19 07 2025 20 07 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Livestreaming Engagement approaches AI-avatar live streamer Consumer acceptance intentions National Natural Sciences Foundation of China 72304154...

...Mengxia Shen; Eugene Cheng-Xi Aw; Garry Wei-Han Tan; Chung-Wha (Chloe) Ki Purpose By integrating Information Technology (IT) affordances, source effects and the 3M model, this study endeavors to verify the mechanism by which consumer loyalty is formed in livestream commerce retailing. Design...

.../methodology/approach This study used an online survey concerning the livestreaming activities of 250 experienced shoppers to measure the proposed model. Findings Streamer (product) attractiveness mediates the relationship between streamer (product) characteristics and shopping experience memory. Streamer...