Human digital twins (HDTs) are increasingly used in livestream e-commerce, yet their effects on consumer interaction remain unclear. Drawing on schema congruity theory, this research examines how streamer format (live human vs. HDTs) and streamer category (mega vs. micro) jointly shape interaction intentions and how these effects vary by product type.
Four experiments (N = 1,427) test the interaction between streamer format and category, examine perceived authenticity as the mechanism, rule out alternative mediators and identify product type (digital vs. physical) as a boundary condition.
For mega streamers, HDTs reduce interaction intentions relative to live humans; for micro streamers, streamer format has no significant effect. Perceived authenticity explains this pattern and the effect weakens for digital products.
This research shows when and why HDTs work in livestream e-commerce, extending digital streamer research and offering context-sensitive guidance for brands using identity-linked digital agents.
