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AI vs Human Streamers: Impact on Purchases by nguyenvuhanhi1306 is a document available to read on EtoBox.

What is AI vs Human Streamers: Impact on Purchases about?

This research article investigates the differences between AI streamers and human streamers in live e-commerce and their effects on consumer purchase intention. Utilizing grounded theory and the stimulus-organism-response model, the study identifies sensory, affective, and functional differences that influence consumer behavior, revealing that AI streamers excel in functional aspects while human streamers outperform in emotional engagement. The findings provide insights for e-commerce platforms to optimize

Author

nguyenvuhanhi1306

Language

EN