Abstract：Grounded on the perceived value theory and implicit personality theory, the interaction mechanisms and boundary conditions of AI virtual streamers role and product type on consumer purchase intention were discussed. Through three experiments, it is found that: ①AI virtual streamers role and product types matching helps to enhance consumers’purchase intention, in which assistant-type virtual streamers recommending search-based products and friend-type AI virtual streamers recommending experience-based products have a significant effect on consumers’purchase intention; ②Perceived value mediates the interaction effect between AI virtual streamers role and product type; ③Implicit personality becomes the boundary condition for the above pathway, i.e., for the search-based products (vs. experience-based products), when consumers are entity theorists (vs. gradualists), the perceived value and purchase intention of assistant-type AI virtual streamers are higher than that of friend-type AI virtual streamers for consumers.
龚潇潇，蒋雪涛，玉胜贤. AI虚拟主播角色与产品类型对消费者购买意愿的交互影响研究[J]. 管理学报, 2024, 21(9): 1373-.
GONG Xiaoxiao，JIANG Xuetao，YU Shengxian. A Study on the Interaction Effect of AI Virtual Streamer Role and Product Type on Consumers’ Purchase Intention. Chinese Journal of Management, 2024, 21(9): 1373-.
