The Influence of the Characteristics of Virtual Youtuber Live Commerce on Purchase Intention

DOI

10.2991/978-94-6463-706-9_67How to use a DOI?

Keywords

Social presence; Processing fluency; Virtual YouTuber; Live commerce

Abstract

Live commerce, as a new model of online shopping service, combines the dual characteristics of traditional shopping and live streaming. With the diversification of host formats, virtual YouTubers have gradually entered the public view in live commerce. In this context, the characteristics of virtual YouTubers have a significant influence on stimulating consumers’ purchase intentions. This paper focuses on the characteristics of virtual YouTubers in live commerce to explore their impact on consumer purchase intentions. This study uses situational questionnaires and other quantitative research methods to set the degree of recognition, degree of virtualization, degree of interaction, and degree of audience preference matching as the independent variables of this research. It selects social presence and processing fluency as mediating variables, and sets purchase intention as the dependent variable, conducting the research based on this model. We define recognition level as whether the virtual YouTuber’s image used in the live streaming for product promotion is a self-created character by the brand, a famous virtual IP, or a generic virtual human template; we define virtualization level as the degree of virtualization of the virtual YouTuber themselves; we define interaction level as the frequency and effectiveness of the virtual YouTuber’s interactions with the surrounding environment and the live audience; and we define audience preference match degree as whether the audience’s subjective preference for the type of virtual YouTuber aligns with the virtual YouTuber’s image in the live stream. Through the research in this paper, we can get the respondents’ preference and viewing frequency for live broadcast, live streaming with goods, virtual YouTuber live broadcast and virtual YouTuber live streaming with goods, etc. On this basis, we can carry out experiments and finally collect the scale measurements of the respondents after watching the virtual YouTuber live streaming with goods. After that, the experimental program will be further improved and relevant data analysis will be completed on the collected data, which will lead to the final conclusion of this study.

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.

Download article (PDF)

TY  - CONF
AU  - Zibin Zheng
PY  - 2025
DA  - 2025/05/07
TI  - The Influence of the Characteristics of Virtual Youtuber Live Commerce on Purchase Intention
BT  - Proceedings of the 2024 2th International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)
PB  - Atlantis Press
SP  - 749
EP  - 761
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-706-9_67
DO  - 10.2991/978-94-6463-706-9_67
ID  - Zheng2025
ER  -