...Weiping Yu; Siyu Ji; Xin Liao Purpose Virtual streamers have gradually entered the public eye and become an important emerging medium for information dissemination and interactive experiences. The research aims to investigate how the match between virtual streamers’ cute anthropomorphic appearance...

...Yixin Gu; Ziwei Guo; Junyi Hao Purpose This study investigates how key characteristics of AI-generated virtual streamers – perceived authenticity, anthropomorphism, social presence and interactivity – influence consumer patronage intentions in live-streaming commerce. It further examines the dual...

...Qingzhen Li; Wang He Purpose This study comprehensively investigates the impact of virtual streamers’ emotional expressions on the willingness of PC online game players to make in-game purchases, providing valuable insights for game developers and marketing professionals. Design/methodology...

...Zhucheng Shao; Jessica Sze Yin Ho Purpose Faced with the challenges of rapidly evolving business environments, practitioners in live streaming commerce are increasingly integrating virtual technologies (i.e. virtual streamers) into their digital transformation strategies. Although virtual...

...Min Qin; Mengmeng Liu Purpose Despite widespread use of virtual streamers, academic research on this subject remains limited. This study aims to explore the mechanisms by which consumer perceptions of virtual streamers influence consumer purchase intentions. Design/methodology/approach We used...