喻园管理论坛2024年第88期(总第1020期)

演讲主题:Impact of AI-generated Virtual Streamer Interaction on Consumer Purchase Intention - A Focus on Social Presence and Perceived Value

主讲人:Peilin Zhang澳大利亚新英格兰大学讲师

主持人:鲍玉昆信息管理与数据科学系教授

活动时间: 2024年10月12日（周六）16：00-18：00

活动地点:管院大楼119室

主讲人简介：

Dr Peilin Zhang is currently a lecturer in marketing with the University of New England (UNE), Australia. Prior to joining the UNE Business Schiool, she completed her PhD degree at the University of Newcastle, Australia. Her research interests include social media influencer marketing and business analytics. She has published several papers in these areas, in leading journals such as the Journal of Retailing and Consumer Services (ABDC A-ranked), Asia Pacific Journal of Marketing and Logistics (ABDC A-ranked) and Computers & Industrial Engineering (ABDC A-ranked). Before her PhD studies, she received her MSc and BSc degrees in Business Administration from the University of Nebraska, USA.

活动简介：

The immense growth of virtual streaming is reshaping shopping habits. However, limited research, if any, has focused on social presence and perceived value for the role of virtual streamers. This study, focusing on China’s booming virtual streamer market, examines how AI-generated virtual streamers’interaction types impact consumer purchase intention, considering the mediating roles of social presence and perceived value, and the moderating effect of product types. Our findings suggest that AI-generated virtual streamers can strategically engage consumers based on product categories, optimizing live commerce effectiveness. The study also enriches understanding of digital consumer behavior in the e-commerce industry and provides actionable insights for retailers deploying AI-generated virtual streamers.