User Perceptions and Purchase Intentions: A Study on Virtual Live-Streamer Impact Mechanisms

Fangdi Qiao ()
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Fangdi Qiao: Northeastern University, College of Professional Study

A chapter in Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024), 2025, pp 86-96 from Springer

Abstract: Abstract This study investigates the impact of perceived usefulness and ease of use of virtual streamers in e-commerce live streaming on purchasing intention. It also explores how users’ prior using experiences moderate these relationships. Using a questionnaire survey, the study analyses users’ reactions to virtual streamer-driven live sales scenarios. Findings reveal that enhanced perceived usefulness and perceived ease of use positively influence purchasing intention. Users with higher using experience show higher purchasing intention. The study contributes by highlighting the potential of AI in e-commerce live streaming, analysing users’ cognitive and emotional experiences, and exploring the role of prior using experiences. Practical implications include theoretical support for virtual streamer-driven e-commerce, expanding existing theories to a new industry, and advancing e-commerce with improved benefits.

Keywords: Virtual Live-streamer; E - Commerce; Perceived Ease of Use; Perceived Usefulness; Purchase Intention (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-706-9_9

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DOI: 10.2991/978-94-6463-706-9_9

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