Article co-authored with Yancong Xie published in Journal of Business Research.
Highlights
- Customers can generate various feelings of groundedness across spatial, social, and temporal dimensions in AI live streaming commerce.
- Customers’ feelings of groundedness can be affected by virtual influencer characteristics and customer characteristics, and can affect their purchase motivations.
- Customers’ needs for groundedness vary depending on product characteristics and contextual factors.
- While groundedness can be beneficial, excessive levels may have unintended downsides.
- Customers can exhibit greater trust in virtual influencers than in human influencers.
To access the paper, please click [LINK]