Grounded on the perceived value theory and implicit personality theory,the interaction mechanisms and boundary conditions of AI virtual streamers role and product type on consumer pur-chase intention were discussed.Through three experiments,it is found that:①AI virtual streamers role and product types matching helps to enhance consumers'purchase intention,in which assistant-type virtual streamers recommending search-based products and friend-type AI virtual streamers rec-ommending experience-based products have a significant effect on consumers'purchase intention;②Perceived value mediates the interaction effect between AI virtual streamers role and product type;③Implicit personality becomes the boundary condition for the above pathway,i.e.,for the search-based products(vs.experience-based products),when consumers are entity theorists(vs.gradualists),the perceived value and purchase intention of assistant-type AI virtual streamers are higher than that of friend-type AI virtual streamers for consumers.
AI virtual streamers roleperceived valueimplicit personalitypurchase intention
NETL
NSTL
万方数据
