Digital human calls you dear: How do customers respond to virtual streamers’ social-oriented language in e-commerce livestreaming? A stereotyping perspective

• Published in: Journal of retailing and consumer services Vol. 79; p. 103872
• Main Authors: Yao, Ruiqi, Qi, Guijie, Wu, Zhiqiang, Sun, Hua, Sheng, Dongfang
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.07.2024
• Subjects: Linguistic style; Livestreaming commerce; Purchase intention; Stereotype content model; Virtual streamers; Stereotype content model; Livestreaming commerce; Virtual streamers; Purchase intention; Linguistic style
• ISSN: 0969-6989
• DOI: 10.1016/j.jretconser.2024.103872

Social-oriented language as a linguistic style can improve customer experiences in various service contexts, involving both human employees and AI-enabled service agents. The emergence of digital human characters in e-commerce livestreaming, also known as virtual streamers, raises the question: Can...