Abstract：Based on the uncanny valley theory and the implicit personality theory, this study explores the interaction between the image of the virtual digital human streamer and the driving type on the live-streaming participation behavior through three situational experiments. The findings reveal that: the interaction between the image and driving type of virtual digital streamer has a significant impact on live-streaming engagement; realistic threat and identity threat play a mediating role in the influence of driving type and image on engagement in live-streaming; implicit personality not only moderates the interaction between driving type and image on engagement, but also moderates the indirect effect of the interaction between driving type and image on some engagement activities in live-streaming through the identity threat and realistic threat.
袁海霞，张怡琳，白琳，徐海琴. 虚拟数字人对直播参与行为影响的机制及边界条件研究[J]. 管理学报, 2024, 21(12): 1849-.
YUAN Haixia，ZHANG Yilin，BAI Lin，XU Haiqin. Research on the Influence Mechanisms and Boundary Conditions of Virtual Digital Person on Viewers’ Engagement in Live-Streaming. Chinese Journal of Management, 2024, 21(12): 1849-.
