Research on the Influence Mechanisms and Boundary Conditions of Virtual Digital Person on Viewers'Engagement in Live-Streaming
Based on the uncanny valley theory and the implicit personality theory,this study ex-plores the interaction between the image of the virtual digital human streamer and the driving type on the live-streaming participation behavior through three situational experiments.The findings reveal that:the interaction between the image and driving type of virtual digital streamer has a significant impact on live-streaming engagement;realistic threat and identity threat play a mediating role in the influence of driving type and image on engagement in live-streaming;implicit personality not only moderates the interaction between driving type and image on engagement,but also moderates the indi-rect effect of the interaction between driving type and image on some engagement activities in live-streaming through the identity threat and realistic threat.
virtual digital humandriven typeimageimplicit personalitylive-streaming en-gagement