{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,25]],"date-time":"2026-10-25T17:32:33Z","timestamp":1792949553778,"version":"4.5.0"},"reference-count":91,"publisher":"MDPI AG","issue":"2","license":[{"start":{"date-parts":[[2026,2,3]],"date-time":"2026-02-03T00:00:00Z","timestamp":1770076800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>This review examines existing research on virtual streamers in live streaming commerce and digital marketing, identifying key factors that shape consumer responses. Based on 41 peer-reviewed studies and following PRISMA 2020 guidelines, the analysis applies the CIMCO to synthesize findings through a systematic review. Results highlight three primary mechanisms\u2014trait-based trust, perceived social presence, and message framing\u2014which collectively constitute an integrative model explaining how virtual streamers influence AI-enabled consumer behavior. These elements shape how consumers engage with virtual streamers across platforms and product types. However, current research is limited by geographic concentration, reliance on self-reports, and a lack of longitudinal or behavioral data, which constrains broader applicability. For retailers and platform operators, aligning avatar traits and communication styles with product categories and consumer expectations is crucial for effective digital service delivery. Transparency about whether a streamer is AI or human-operated is also important for maintaining user trust. This review proposes a triadic integration model and offers a foundation for future research on AI-driven marketing influence.<\/jats:p>","DOI":"10.3390\/jtaer21020057","type":"journal-article","created":{"date-parts":[[2026,2,3]],"date-time":"2026-02-03T16:46:28Z","timestamp":1770137188000},"page":"57","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":7,"title":["From Avatars to Algorithms: Virtual Streamers and AI-Enabled Consumer Behavior in Live Streaming Commerce\u2014A Systematic Review"],"prefix":"10.3390","volume":"21","author":[{"ORCID":"https:\/\/orcid.org\/0009-0002-6195-9568","authenticated-orcid":false,"given":"Lingyu","family":"Wang","sequence":"first","affiliation":[{"name":"School of Management, Universiti Sains Malaysia, USM, Penang 11800, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jasmine A. L.","family":"Yeap","sequence":"additional","affiliation":[{"name":"School of Management, Universiti Sains Malaysia, USM, Penang 11800, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0009-0006-6558-116X","authenticated-orcid":false,"given":"Jiaqi","family":"Liu","sequence":"additional","affiliation":[{"name":"School of Management, Universiti Sains Malaysia, USM, Penang 11800, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Zongwei","family":"Li","sequence":"additional","affiliation":[{"name":"School of Management, Universiti Sains Malaysia, USM, Penang 11800, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2026,2,3]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","unstructured":"Yin, M., Shen, C., and Xiao, R. (2025, January 3\u20136). Entertainers Between Real and Virtual-Investigating Viewer Interaction, Engagement, and Relationships with Avatarized Virtual Livestreamers. Proceedings of the 2025 ACM International Conference on Interactive Media Experiences, Niter\u00f3i Brazil.","DOI":"10.1145\/3706370.3727866"},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"104107","DOI":"10.1016\/j.jretconser.2024.104107","article-title":"Can AI-virtual anchors replace human internet celebrities for live streaming sales of products? An emotion theory perspective","volume":"82","author":"Qixuan","year":"2025","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"123981","DOI":"10.1016\/j.techfore.2025.123981","article-title":"Gimmick or genuineness? Exploring the antecedents of AI virtual streamers aversion in live-streaming commerce","volume":"212","author":"Xiao","year":"2025","journal-title":"Technol. Forecast. Soc. Change"},{"key":"ref_4","doi-asserted-by":"crossref","unstructured":"Liu, Y., Wang, L., Yang, S., and Wang, Y. (2026, January 29). AI-Powered Digital Streamers in Online Retail: Empirical Insights and Design Strategies from Experiments. Inf. Syst. Res., Available online: https:\/\/pubsonline.informs.org\/doi\/10.1287\/isre.2023.0024.","DOI":"10.1287\/isre.2023.0024"},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"8525","DOI":"10.1080\/10447318.2024.2411088","article-title":"Development and Validation of an AI Virtual Streamer Scale for Live-Streaming E-Commerce","volume":"41","author":"Zhang","year":"2024","journal-title":"Int. J. Hum.\u2013Comput. Interact."},{"key":"ref_6","unstructured":"iiMedia (2023, March 30). Research Report on the Virtual Streamer Industry in China in 2023. Available online: https:\/\/www.iimedia.cn\/c400\/92519.html."},{"key":"ref_7","unstructured":"(2024, October 25). VTubers Q3 2024 Report\u2014Audience Reach Declined for the First Time in 1.5 Years. Available online: https:\/\/streamscharts.com\/news\/vtubers-q3-2024-report."},{"key":"ref_8","first-page":"333","article-title":"Understanding the switching intention to virtual streamers in live streaming commerce: Innovation resistances, shopping motivations and personalities","volume":"19","author":"Shao","year":"2024","journal-title":"J. Res. Interact. Mark."},{"key":"ref_9","unstructured":"Zhao, Z. (2022, January 14\u201316). The Live Commerce of VTuber. Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences, Chongqing, China."},{"key":"ref_10","doi-asserted-by":"crossref","unstructured":"Jiang, L., and Li, M. (2025). Research on the impact path of virtual streamers characteristics on agricultural product consumers\u2019 purchase intention. PLoS ONE, 20.","DOI":"10.1371\/journal.pone.0330021"},{"key":"ref_11","doi-asserted-by":"crossref","first-page":"21582440241271171","DOI":"10.1177\/21582440241271171","article-title":"Influence of Virtual Live Streamers\u2019 Credibility on Online Sales Performance","volume":"14","author":"Ji","year":"2024","journal-title":"SAGE Open"},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"104491","DOI":"10.1016\/j.jretconser.2025.104491","article-title":"Should your brand hire virtual influencers? How realism and gender presentation shape trust and purchase intentions","volume":"88","author":"Diwanji","year":"2026","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_13","doi-asserted-by":"crossref","first-page":"103356","DOI":"10.1016\/j.jretconser.2023.103356","article-title":"How do virtual streamers affect purchase intention in the live streaming context? A presence perspective","volume":"73","author":"Gao","year":"2023","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"103560","DOI":"10.1016\/j.jretconser.2023.103560","article-title":"Artificial intelligence-generated virtual influencer: Examining the effects of emotional display on user engagement","volume":"76","author":"Yu","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"108216","DOI":"10.1016\/j.chb.2024.108216","article-title":"Avatars in live streaming commerce: The influence of anthropomorphism on consumers\u2019 willingness to accept virtual live streamers","volume":"156","author":"Chen","year":"2024","journal-title":"Comput. Hum. Behav."},{"key":"ref_16","doi-asserted-by":"crossref","first-page":"103872","DOI":"10.1016\/j.jretconser.2024.103872","article-title":"Digital human calls you dear: How do customers respond to virtual streamers\u2019 social-oriented language in e-commerce livestreaming? A stereotyping perspective","volume":"79","author":"Yao","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_17","doi-asserted-by":"crossref","first-page":"104148","DOI":"10.1016\/j.jretconser.2024.104148","article-title":"Can virtual streamers express emotions? Understanding the language style of virtual streamers in livestreaming e-commerce","volume":"82","author":"Gong","year":"2025","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"103541","DOI":"10.1016\/j.jretconser.2023.103541","article-title":"Human-like bots are not humans: The weakness of sensory language for virtual streamers in livestream commerce","volume":"75","author":"Hu","year":"2023","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"202","DOI":"10.1111\/1467-8551.12839","article-title":"Virtual Influencers in Consumer Behaviour: A Social Influence Theory Perspective","volume":"36","author":"Davlembayeva","year":"2024","journal-title":"Br. J. Manag."},{"key":"ref_20","doi-asserted-by":"crossref","unstructured":"Li, C., and Huang, F. (2024). The Impact of Virtual Streamer Anthropomorphism on Consumer Purchase Intention: Cognitive Trust as a Mediator. Behav. Sci., 14.","DOI":"10.3390\/bs14121228"},{"key":"ref_21","doi-asserted-by":"crossref","first-page":"100100","DOI":"10.1016\/j.chbah.2024.100100","article-title":"Social media influencer vs. virtual influencer: The mediating role of source credibility and authenticity in advertising effectiveness within AI influencer marketing","volume":"2","author":"Kim","year":"2024","journal-title":"Comput. Hum. Behav. Artif. Hum."},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"10831","DOI":"10.24294\/jipd10831","article-title":"Differences in the influence of virtual influencers on different consumer groups","volume":"9","author":"Zhang","year":"2025","journal-title":"J. Infrastruct. Policy Dev."},{"key":"ref_23","doi-asserted-by":"crossref","first-page":"2999","DOI":"10.1002\/cb.2389","article-title":"Avatar effect of AI-enabled virtual streamers on consumer purchase intention in e-commerce livestreaming","volume":"23","author":"Sun","year":"2024","journal-title":"J. Consum. Behav."},{"key":"ref_24","doi-asserted-by":"crossref","first-page":"797","DOI":"10.1086\/673383","article-title":"The extended transportation-imagery model: A meta-analysis of the antecedents and consequences of consumers\u2019 narrative transportation","volume":"40","author":"Visconti","year":"2014","journal-title":"J. Consum. Res."},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"108","DOI":"10.1207\/S15327957PSPR0402_01","article-title":"Dual-Process Models in Social and Cognitive Psychology: Conceptual Integration and Links to Underlying Memory Systems","volume":"4","author":"Smith","year":"2000","journal-title":"Personal. Soc. Psychol. Rev."},{"key":"ref_26","doi-asserted-by":"crossref","first-page":"157","DOI":"10.1017\/S0140525X02000043","article-title":"Mental imagery: In search of a theory","volume":"25","author":"Pylyshyn","year":"2002","journal-title":"Behav. Brain Sci."},{"key":"ref_27","doi-asserted-by":"crossref","first-page":"103685","DOI":"10.1016\/j.jretconser.2023.103685","article-title":"Virtually responsible? Attribution of responsibility toward human vs. virtual influencers and the mediating role of mind perception","volume":"77","author":"Liu","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_28","doi-asserted-by":"crossref","unstructured":"Kim, D., and Wang, Z. (2023). The ethics of virtuality: Navigating the complexities of human-like virtual influencers in the social media marketing realm. Front. Commun., 8.","DOI":"10.3389\/fcomm.2023.1205610"},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"14689","DOI":"10.1080\/10447318.2025.2487721","article-title":"What Drives Purchase Intention in Live Streaming E-Commerce? The Perspectives of Virtual Streamers","volume":"41","author":"Yu","year":"2025","journal-title":"Int. J. Hum.\u2013Comput. Interact."},{"key":"ref_30","doi-asserted-by":"crossref","unstructured":"Zhou, T., and Li, S. (2025). Examining Consumer Impulsive Purchase Intention in Virtual AI Streaming: A S-O-R Perspective. J. Theor. Appl. Electron. Commer. Res., 20.","DOI":"10.3390\/jtaer20030204"},{"key":"ref_31","first-page":"1","article-title":"Virtual streamer anthropomorphism affects consumers\u2019 purchase intention: The mediating role of social presence","volume":"53","author":"Liu","year":"2025","journal-title":"Soc. Behav. Personal. Int. J."},{"key":"ref_32","doi-asserted-by":"crossref","unstructured":"Wu, Y., and Huang, H. (2023). Influence of Perceived Value on Consumers\u2019 Continuous Purchase Intention in Live-Streaming E-Commerce\u2014Mediated by Consumer Trust. Sustainability, 15.","DOI":"10.3390\/su15054432"},{"key":"ref_33","doi-asserted-by":"crossref","first-page":"8274","DOI":"10.1080\/10447318.2023.2279410","article-title":"Trust in Human and Virtual Live Streamers: The Role of Integrity and Social Presence","volume":"40","author":"Wang","year":"2023","journal-title":"Int. J. Hum.\u2013Comput. Interact."},{"key":"ref_34","doi-asserted-by":"crossref","unstructured":"Chen, Y., and Li, X. (2024). Expectancy Violations and Discontinuance Behavior in Live-Streaming Commerce: Exploring Human Interactions with Virtual Streamers. Behav. Sci., 14.","DOI":"10.3390\/bs14100920"},{"key":"ref_35","doi-asserted-by":"crossref","first-page":"2479178","DOI":"10.1080\/23311975.2025.2479178","article-title":"User continuance intention to use social commerce livestreaming shopping based on stimulus-organism-response theory","volume":"12","author":"Imanuddin","year":"2025","journal-title":"Cogent Bus. Manag."},{"key":"ref_36","first-page":"714","article-title":"The effect of E-commerce virtual live streamer socialness on consumers\u2019 experiential value: An empirical study based on Chinese E-commerce live streaming studios","volume":"17","author":"Wu","year":"2023","journal-title":"J. Res. Interact. Mark."},{"key":"ref_37","doi-asserted-by":"crossref","first-page":"104290","DOI":"10.1016\/j.jretconser.2025.104290","article-title":"Impact of AI-generated virtual streamer interaction on consumer purchase intention: A focus on social presence and perceived value","volume":"85","author":"Liu","year":"2025","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"1175","DOI":"10.1108\/APJML-03-2024-0263","article-title":"The future of live-streaming commerce: Understanding the role of AI-powered virtual streamers","volume":"37","author":"Xu","year":"2024","journal-title":"Asia Pac. J. Mark. Logist."},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"n71","DOI":"10.1136\/bmj.n71","article-title":"The PRISMA 2020 statement: An updated guideline for reporting systematic reviews","volume":"372","author":"Page","year":"2021","journal-title":"BMJ"},{"key":"ref_40","doi-asserted-by":"crossref","first-page":"181","DOI":"10.1002\/jrsm.1378","article-title":"Which academic search systems are suitable for systematic reviews or meta-analyses? Evaluating retrieval qualities of Google Scholar, PubMed, and 26 other resources","volume":"11","author":"Gusenbauer","year":"2020","journal-title":"Res. Synth. Methods"},{"key":"ref_41","doi-asserted-by":"crossref","first-page":"163949","DOI":"10.1109\/ACCESS.2025.3611819","article-title":"Understanding Viewers\u2019 Attitudes Toward Virtual Streamers: A Systematic Review","volume":"13","author":"Huang","year":"2025","journal-title":"IEEE Access"},{"key":"ref_42","doi-asserted-by":"crossref","first-page":"393","DOI":"10.1177\/0170840607088020","article-title":"Developing design propositions through research synthesis","volume":"29","author":"Denyer","year":"2008","journal-title":"Organ. Stud."},{"key":"ref_43","doi-asserted-by":"crossref","first-page":"1200","DOI":"10.1002\/jrsm.1746","article-title":"Searchsmart.org: Guiding researchers to the best databases and search systems for systematic reviews and beyond","volume":"15","author":"Gusenbauer","year":"2024","journal-title":"Res. Synth. Methods"},{"key":"ref_44","first-page":"100922","article-title":"Virtual streamer and destination visitation: An attractiveness transfer perspective","volume":"33","author":"Zhou","year":"2024","journal-title":"J. Destin. Mark. Manag."},{"key":"ref_45","doi-asserted-by":"crossref","first-page":"305","DOI":"10.1080\/10447318.2023.2299900","article-title":"AI or Human? The Effect of Streamer Types on Consumer Purchase Intention in Live Streaming","volume":"41","author":"Gao","year":"2024","journal-title":"Int. J. Hum.\u2013Comput. Interact."},{"key":"ref_46","doi-asserted-by":"crossref","first-page":"2997","DOI":"10.3390\/jtaer19040144","article-title":"Signaling Effects in AI Streamers: Optimal Separation Strategy Under Different Market Conditions","volume":"19","author":"Yu","year":"2024","journal-title":"J. Theor. Appl. Electron. Commer. Res."},{"key":"ref_47","doi-asserted-by":"crossref","unstructured":"Bai, S., Gu, X., Xu, N., Zheng, J., Wu, W., Jiang, M., and Xue, N. (2025). Live streaming mode selection strategy under the background of virtual anchor supplementation. PLoS ONE, 20.","DOI":"10.1371\/journal.pone.0321557"},{"key":"ref_48","doi-asserted-by":"crossref","first-page":"aac4716","DOI":"10.1126\/science.aac4716","article-title":"PSYCHOLOGY. Estimating the reproducibility of psychological science","volume":"349","year":"2015","journal-title":"Science"},{"key":"ref_49","doi-asserted-by":"crossref","unstructured":"Li, J., Chen, J., Shi, Y., and Cui, Y. (2025). Exploring the impact of differences between AI streamers and human streamers on consumer purchase intention in live e-commerce: A grounded theory approach. PLoS ONE, 20.","DOI":"10.1371\/journal.pone.0334530"},{"key":"ref_50","doi-asserted-by":"crossref","first-page":"895","DOI":"10.1108\/K-03-2024-0721","article-title":"Factors influencing users\u2019 watching intention in virtual streaming: The perspective of flow experience","volume":"55","author":"Li","year":"2024","journal-title":"Kybernetes"},{"key":"ref_51","doi-asserted-by":"crossref","first-page":"17","DOI":"10.1007\/s40636-025-00318-1","article-title":"Understanding how the Chinese youth engages with virtual streamers in digital era: An approach of affordance","volume":"12","author":"Tang","year":"2025","journal-title":"Int. Commun. Chin. Cult."},{"key":"ref_52","doi-asserted-by":"crossref","first-page":"105573","DOI":"10.1016\/j.actpsy.2025.105573","article-title":"Authenticity, ethics, and transparency in virtual influencer marketing: A cross-cultural analysis of consumer trust and engagement: A systematic literature review","volume":"260","author":"Khalfallah","year":"2025","journal-title":"Acta Psychol."},{"key":"ref_53","doi-asserted-by":"crossref","first-page":"115077","DOI":"10.1016\/j.jbusres.2024.115077","article-title":"Machines vs. humans: The evolving role of artificial intelligence in livestreaming e-commerce","volume":"188","author":"Yuan","year":"2025","journal-title":"J. Bus. Res."},{"key":"ref_54","doi-asserted-by":"crossref","first-page":"84","DOI":"10.1108\/JPBM-08-2023-4690","article-title":"The effect of virtual anchor appearance on purchase intention: A perceived warmth and competence perspective","volume":"34","author":"Zhang","year":"2024","journal-title":"J. Prod. Brand Manag."},{"key":"ref_55","doi-asserted-by":"crossref","first-page":"104139","DOI":"10.1016\/j.jretconser.2024.104139","article-title":"How cool virtual streamer influences customer in live-streaming commerce? An explanation of stereotype content model","volume":"82","author":"Gao","year":"2025","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_56","doi-asserted-by":"crossref","first-page":"104286","DOI":"10.1016\/j.jretconser.2025.104286","article-title":"Are assertive messages more effective in live marketing? Matching effects of anchor type and message assertiveness on purchase intention","volume":"85","author":"Gong","year":"2025","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_57","doi-asserted-by":"crossref","first-page":"297","DOI":"10.1108\/MIP-11-2023-0623","article-title":"Can virtual streamers replace human streamers? The interactive effect of streamer type and product type on purchase intention","volume":"43","author":"Yan","year":"2024","journal-title":"Mark. Intell. Plan."},{"key":"ref_58","doi-asserted-by":"crossref","first-page":"103899","DOI":"10.1016\/j.jretconser.2024.103899","article-title":"Is virtual streamer useful? Effect of streamer type on consumer brand forgiveness when streamers make inappropriate remarks","volume":"79","author":"Xie","year":"2024","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_59","doi-asserted-by":"crossref","first-page":"104247","DOI":"10.1016\/j.jretconser.2025.104247","article-title":"Artificial intelligence in live streaming: How can virtual streamers bring more sales?","volume":"84","author":"Chang","year":"2025","journal-title":"J. Retail. Consum. Serv."},{"key":"ref_60","doi-asserted-by":"crossref","first-page":"3984","DOI":"10.1108\/APJML-02-2025-0213","article-title":"Empathy and emotional labor: The role of virtual streamers in driving PC game players\u2019 in-game purchases","volume":"37","author":"Li","year":"2025","journal-title":"Asia Pac. J. Mark. Logist."},{"key":"ref_61","doi-asserted-by":"crossref","first-page":"1679","DOI":"10.1108\/APJML-06-2024-0736","article-title":"How consumer perceptions of virtual streamers affect purchase intention in live streaming commerce: Based on cognition-affect-behavior model","volume":"37","author":"Qin","year":"2024","journal-title":"Asia Pac. J. Mark. Logist."},{"key":"ref_62","doi-asserted-by":"crossref","first-page":"76469","DOI":"10.1109\/ACCESS.2024.3406601","article-title":"Exploring Consumer Citizenship Behavior by Personification of E-Commerce Virtual Anchors Based on Shopping Value","volume":"12","author":"Zhong","year":"2024","journal-title":"IEEE Access"},{"key":"ref_63","doi-asserted-by":"crossref","first-page":"1580","DOI":"10.3390\/jtaer19020077","article-title":"Impact of AI-Oriented Live-Streaming E-Commerce Service Failures on Consumer Disengagement\u2014Empirical Evidence from China","volume":"19","author":"Peng","year":"2024","journal-title":"J. Theor. Appl. Electron. Commer. Res."},{"key":"ref_64","doi-asserted-by":"crossref","first-page":"31125","DOI":"10.1109\/ACCESS.2023.3252563","article-title":"T\u2019aime My Idol, My Streamer: A Case Study on Fandom Experience as Audiences and Creators of VTuber Concert","volume":"11","author":"Lee","year":"2023","journal-title":"IEEE Access"},{"key":"ref_65","doi-asserted-by":"crossref","first-page":"3047","DOI":"10.1007\/s10660-023-09783-5","article-title":"Supervising or assisting? The influence of virtual anchor driven by AI\u2013human collaboration on customer engagement in live streaming e-commerce","volume":"25","author":"Zhang","year":"2025","journal-title":"Electron. Commer. Res."},{"key":"ref_66","doi-asserted-by":"crossref","first-page":"1803","DOI":"10.1007\/s10796-023-10425-2","article-title":"How Do Virtual AI Streamers Influence Viewers\u2019 Livestream Shopping Behavior? The Effects of Persuasive Factors and the Mediating Role of Arousal","volume":"26","author":"Zhang","year":"2023","journal-title":"Inf. Syst. Front."},{"key":"ref_67","doi-asserted-by":"crossref","first-page":"3758","DOI":"10.1108\/APJML-12-2024-1895","article-title":"Revealing the resistance of virtual streamers: Intrusiveness, privacy disclosure and perceived justice","volume":"37","author":"Shao","year":"2025","journal-title":"Asia Pac. J. Mark. Logist."},{"key":"ref_68","doi-asserted-by":"crossref","unstructured":"Zhu, Y.-P., Xin, L., Wang, H., and Park, H.-W. (2025). Effects of AI Virtual Anchors on Brand Image and Loyalty: Insights from Perceived Value Theory and SEM-ANN Analysis. Systems, 13.","DOI":"10.3390\/systems13020079"},{"key":"ref_69","doi-asserted-by":"crossref","first-page":"101520","DOI":"10.1016\/j.elerap.2025.101520","article-title":"The influence of virtual streamer on purchase intention: The moderated mediating effect of message strategy and live-streaming environment","volume":"73","author":"Wang","year":"2025","journal-title":"Electron. Commer. Res. Appl."},{"key":"ref_70","doi-asserted-by":"crossref","first-page":"144169","DOI":"10.1016\/j.jclepro.2024.144169","article-title":"Consumers\u2019 green product purchase intention considering para-social interaction: An experimental study based on live-streaming e-commerce","volume":"481","author":"Long","year":"2024","journal-title":"J. Clean. Prod."},{"key":"ref_71","doi-asserted-by":"crossref","first-page":"685","DOI":"10.1108\/MRR-08-2024-0630","article-title":"Human vs. virtual influencers and message framing: Enhancing environmental awareness, activism and sustainable purchase intentions through effective messaging","volume":"48","author":"Nazir","year":"2025","journal-title":"Manag. Res. Rev."},{"key":"ref_72","doi-asserted-by":"crossref","unstructured":"Zheng, X., Cui, C., Zhang, C., and Li, D. (J. Res. Interact. Mark., 2025). Who says what? How message appeals shape virtual- versus human-influencers\u2019 impact on consumer engagement, J. Res. Interact. Mark., ahead of print.","DOI":"10.1108\/JRIM-10-2024-0482"},{"key":"ref_73","doi-asserted-by":"crossref","first-page":"2781","DOI":"10.1002\/cb.2374","article-title":"Consumer behavior in immersive virtual reality retail environments: A systematic literature review using the stimuli-organisms-responses (S-O-r) model","volume":"23","author":"Erensoy","year":"2024","journal-title":"J. Consum. Behav."},{"key":"ref_74","doi-asserted-by":"crossref","first-page":"2600","DOI":"10.1073\/pnas.1708274114","article-title":"The preregistration revolution","volume":"115","author":"Nosek","year":"2018","journal-title":"Proc. Natl. Acad. Sci. USA"},{"key":"ref_75","doi-asserted-by":"crossref","first-page":"0021","DOI":"10.1038\/s41562-016-0021","article-title":"A manifesto for reproducible science","volume":"1","author":"Munafo","year":"2017","journal-title":"Nat. Hum. Behav."},{"key":"ref_76","doi-asserted-by":"crossref","first-page":"713","DOI":"10.1901\/jaba.1979.12-713","article-title":"Unobtrusive measures in behavioral assessment","volume":"12","author":"Kazdin","year":"1979","journal-title":"J. Appl. Behav. Anal."},{"key":"ref_77","doi-asserted-by":"crossref","first-page":"101492","DOI":"10.1016\/j.elerap.2025.101492","article-title":"Impact of viewer-streamer-content congruence on users\u2019 behavioral intention in virtual streaming: The moderating effect of role-playing","volume":"70","author":"Chen","year":"2025","journal-title":"Electron. Commer. Res. Appl."},{"key":"ref_78","doi-asserted-by":"crossref","first-page":"809","DOI":"10.1177\/0022243719851788","article-title":"Task-dependent algorithm aversion","volume":"56","author":"Castelo","year":"2019","journal-title":"J. Mark. Res."},{"key":"ref_79","doi-asserted-by":"crossref","first-page":"383","DOI":"10.1016\/j.tics.2010.05.006","article-title":"Causes and consequences of mind perception","volume":"14","author":"Waytz","year":"2010","journal-title":"Trends Cogn. Sci."},{"key":"ref_80","doi-asserted-by":"crossref","first-page":"209","DOI":"10.1111\/j.1468-5914.2005.00273.x","article-title":"What is emotional authenticity?","volume":"35","author":"Salmela","year":"2005","journal-title":"J. Theory Soc. Behav."},{"key":"ref_81","doi-asserted-by":"crossref","unstructured":"Terenzi, M. (2024). Modeling persuasion in social media: A theoretical approach to algorithmic content distribution and manipulation. J. Sociocybernetics, 19.","DOI":"10.26754\/ojs_jos\/jos.2024110992"},{"key":"ref_82","doi-asserted-by":"crossref","first-page":"386","DOI":"10.1093\/hcr\/hqac006","article-title":"Persuasion in the age of artificial intelligence (AI): Theories and complications of AI-based persuasion","volume":"48","author":"Dehnert","year":"2022","journal-title":"Hum. Commun. Res."},{"key":"ref_83","doi-asserted-by":"crossref","first-page":"155","DOI":"10.1177\/1094670517752459","article-title":"Artificial intelligence in service","volume":"21","author":"Huang","year":"2018","journal-title":"J. Serv. Res."},{"key":"ref_84","doi-asserted-by":"crossref","first-page":"5400","DOI":"10.1080\/00207543.2022.2160027","article-title":"Artificial intelligence in service industries: Customers\u2019 assessment of service production and resilient service operations","volume":"62","author":"Mariani","year":"2024","journal-title":"Int. J. Prod. Res."},{"key":"ref_85","doi-asserted-by":"crossref","first-page":"629","DOI":"10.1093\/jcr\/ucz013","article-title":"Resistance to Medical Artificial Intelligence","volume":"46","author":"Longoni","year":"2019","journal-title":"J. Consum. Res."},{"key":"ref_86","doi-asserted-by":"crossref","first-page":"81","DOI":"10.1111\/0022-4537.00153","article-title":"Machines and Mindlessness: Social Responses to Computers","volume":"56","author":"Nass","year":"2002","journal-title":"J. Soc. Issues"},{"key":"ref_87","doi-asserted-by":"crossref","first-page":"260","DOI":"10.1080\/12460125.2020.1819094","article-title":"Transparency and trust in artificial intelligence systems","volume":"29","author":"Schmidt","year":"2020","journal-title":"J. Decis. Syst."},{"key":"ref_88","doi-asserted-by":"crossref","first-page":"144","DOI":"10.54097\/gfc28x72","article-title":"Research on the impact and application strategies of AI in virtual streamer based on the media industry","volume":"41","author":"Chi","year":"2024","journal-title":"Highlights Bus. Econ. Manag."},{"key":"ref_89","unstructured":"De Mooij, M. (2019). Consumer Behavior and Culture: Consequences for Global Marketing and Advertising, Sage Publications."},{"key":"ref_90","unstructured":"Hofstede, G. (2001). Culture\u2019s Consequences: Comparing Values, Behaviors, Institutions and Organizations Across Nations, Sage Publications."},{"key":"ref_91","doi-asserted-by":"crossref","first-page":"293","DOI":"10.1177\/2050157920959106","article-title":"Mobile data donations: Assessing self-report accuracy and sample biases with the iOS Screen Time function","volume":"9","author":"Ohme","year":"2021","journal-title":"Mob. Media Commun."}],"container-title":["Journal of Theoretical and Applied Electronic Commerce Research"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/0718-1876\/21\/2\/57\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,2,3]],"date-time":"2026-02-03T17:04:15Z","timestamp":1770138255000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/0718-1876\/21\/2\/57"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,2,3]]},"references-count":91,"journal-issue":{"issue":"2","published-online":{"date-parts":[[2026,2]]}},"alternative-id":["jtaer21020057"],"URL":"https:\/\/doi.org\/10.3390\/jtaer21020057","relation":{},"ISSN":["0718-1876"],"issn-type":[{"value":"0718-1876","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,2,3]]}}}