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This study explores the differences between AI streamers and human streamers in live-streaming e-commerce and examines how these differences influence consumer purchase intention. The study employs the Stimulus-Organism-Response model and adopts a case study approach, conducting semi-structured interviews with 28 young adults. The collected data are analyzed through open coding, axial coding, and selective coding. The findings reveal that human streamers outperform AI streamers in sensory, functional, and affective dimensions, such as sound quality, knowledge reserve, and emotional disclosure. These differences impact consumer perceived trust, which in turn affects purchase intention. Furthermore, consumer purpose (entertainment vs. shopping) moderates the role of perceived trust in shaping purchase decisions. This study enriches and expands existing research on purchase intention in live-streaming e-commerce by comparing the influence mechanisms of AI and human streamers, providing new evidence for the comparative study of their impact on consumer behavior.

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The Impact Mechanism of Differences Between AI Streamers and Human Streamers on Consumer Purchase Intention in E-Commerce Live Streaming

  • 会议论文

  • 发表日期：

    2025年

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  • Jinni Chen,
  • Mingyuan Jia,
  • Yi Shi,
  • Minghui Ma

摘要

This study explores the differences between AI streamers and human streamers in live-streaming e-commerce and examines how these differences influence consumer purchase intention. The study employs the Stimulus-Organism-Response model and adopts a case study approach, conducting semi-structured interviews with 28 young adults. The collected data are analyzed through open coding, axial coding, and selective coding. The findings reveal that human streamers outperform AI streamers in sensory, functional, and affective dimensions, such as sound quality, knowledge reserve, and emotional disclosure. These differences impact consumer perceived trust, which in turn affects purchase intention. Furthermore, consumer purpose (entertainment vs. shopping) moderates the role of perceived trust in shaping purchase decisions. This study enriches and expands existing research on purchase intention in live-streaming e-commerce by comparing the influence mechanisms of AI and human streamers, providing new evidence for the comparative study of their impact on consumer behavior.