Proceedings of the 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)

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User Perceptions and Purchase Intentions: A Study on Virtual Live-Streamer Impact Mechanisms

Authors
Fangdi Qiao1, *
1College of Professional Study, Northeastern University, Boston, MA, 02115, USA
*Corresponding author. Email: qfd0712@sina.com
Corresponding Author
Fangdi Qiao
Available Online 7 May 2025.
DOI
10.2991/978-94-6463-706-9_9How to use a DOI?
Keywords
Virtual Live-streamer; E - Commerce; Perceived Ease of Use; Perceived Usefulness; Purchase Intention
Abstract

This study investigates the impact of perceived usefulness and ease of use of virtual streamers in e-commerce live streaming on purchasing intention. It also explores how users’ prior using experiences moderate these relationships. Using a questionnaire survey, the study analyses users’ reactions to virtual streamer-driven live sales scenarios. Findings reveal that enhanced perceived usefulness and perceived ease of use positively influence purchasing intention. Users with higher using experience show higher purchasing intention. The study contributes by highlighting the potential of AI in e-commerce live streaming, analysing users’ cognitive and emotional experiences, and exploring the role of prior using experiences. Practical implications include theoretical support for virtual streamer-driven e-commerce, expanding existing theories to a new industry, and advancing e-commerce with improved benefits.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
7 May 2025
ISBN
978-94-6463-706-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-706-9_9How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Fangdi Qiao
PY  - 2025
DA  - 2025/05/07
TI  - User Perceptions and Purchase Intentions: A Study on Virtual Live-Streamer Impact Mechanisms
BT  - Proceedings of the 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)
PB  - Atlantis Press
SP  - 86
EP  - 96
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-706-9_9
DO  - 10.2991/978-94-6463-706-9_9
ID  - Qiao2025
ER  -