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.
关键词
虚拟数字人/驱动类型/主播形象/内隐人格/直播参与
Key words
virtual digital human/driven type/image/implicit personality/live-streaming en-gagement
维普
万方数据