AI直播商務顧客參與及消費意願之分析

A Study on Customer Engagement and Purchase Intention of AI Live Streaming Commerce

透過生成式人工智慧技術驅動的AI虛擬主播，已在網路直播商務產業當中越來越被廣泛地採用。儘管相關研究日益增多，但關於AI虛擬主播如何在直播商務情境中影響消費者的社會情感與社交過載之了解仍然有限。因此，本研究以「愉悅－喚起－掌控」消費者行為模型為基礎，探討直播商務用戶對於新型的AI虛擬人物直播的愉悅、喚醒、掌控等社會情感，是否會影響其對直播帶貨節目的互動參與及消費意願。其次，本研究亦同時整合消費者的個別社會過載程度，對於上述因果關係的可能影響，並提出研究實證架構與假說。本文對467名直播電商用戶所收集的數據進行分析，並驗證提出的假設。結果顯示，消費者對於AI虛擬主播的愉悅知覺、喚醒知覺、掌控知覺及社交過載皆對AI虛擬主播的參與互動意願有正想顯著關係。然而僅有掌控知覺、社交過載與顧客參與可同時正向影響服務產品的消費意願。至於愉悅知覺及喚醒知覺必須透過顧客參與中介才可間接影響訂購意願。

AI-powered streamers driven by generative AI technologies are increasingly being adopted in the live-streaming commerce industry. Although research on this topic is growing, there remains a limited understanding of how AI virtual streamers influence consumers' socio-emotional experiences and perceptions of social overload in livestreaming commerce contexts. To address this gap, this study draws on the Pleasure- Arousal-Dominance (PAD) model of consumer behavior to examine whether users’socioemotional responses—specifically pleasure, arousal, and dominance—toward AI-generated virtual live-streamers affect their interaction engagement and purchase intention during live commerce sessions. Additionally, the study integrates the concept of individual-level social overload to explore its moderating role in the aforementioned relationships and proposes a conceptual model and hypotheses for empirical testing. Data were collected from 467 users of live-streaming e-commerce platforms and analyzed to test the proposed hypotheses. The results indicate that consumers’perceptions of pleasure, arousal, dominance, and social overload all have a significant positive effect on their willingness to engage with AI virtual streamers. However, only dominance perception and social overload, along with consumer engagement, directly and positively influence purchase intention. In contrast, the effects of pleasure and arousal on purchase intention are mediated through consumer engagement.