“Let’s Chill and Chat”: Exploring the Effects of Streamers’ Self-Disclosure on Parasocial Interaction via Social Presence

Chinchilla, P.; Kim, Jihyun

doi:10.1080/10447318.2024.2390263

International Journal of Human–Computer Interaction

2024

DOI: 10.1080/10447318.2024.2390263

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“Let’s Chill and Chat”: Exploring the Effects of Streamers’ Self-Disclosure on Parasocial Interaction via Social Presence

P. Chinchilla,

Jihyun Kim

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The future of live-streaming commerce: understanding the role of AI-powered virtual streamers

Xu,

Dastane,

et al. 2024

APJML

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PurposeThe study aims to investigate how artificial intelligence (AI)-powered virtual streamers can supercharge brands in live-streaming virtual commerce (v-commerce). Built upon social identity theory (SIT) and experiential value theory, we developed a framework to investigate the impact of AI-powered virtual streamers’ personalization and human-like personalities and live-streaming v-commerce’s system quality and content quality on brand image, mediated by parasocial interaction and experiential value.Design/methodology/approachA survey was designed and distributed to the target respondents via social media channels. SmartPLS version 4.0.9.4 was used to analyze a total of 354 responses after the data were obtained via purposive sampling.FindingsThe results show that personalization, human-like personality, system quality and content quality are positively associated with parasocial interaction and experiential value, which subsequently impact brand image.Originality/valueThis study addresses the gap of relatively sparse academic literature on the implications of AI-powered virtual streamers in live-streaming v-commerce on brand image.

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The future of live-streaming commerce: understanding the role of AI-powered virtual streamers

Xu,

Dastane,

et al. 2024

APJML

View full text Add to dashboard Cite

show abstract

scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.

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“Let’s Chill and Chat”: Exploring the Effects of Streamers’ Self-Disclosure on Parasocial Interaction via Social Presence

Cited by 1 publication

References 60 publications

The future of live-streaming commerce: understanding the role of AI-powered virtual streamers

The future of live-streaming commerce: understanding the role of AI-powered virtual streamers

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