Influence of AI Streamer Characteristics on Consumers’ Purchase Intention in Livestream Commercefrom the Dual Perspectives of Technology and Society

The participation of AI streamers is a new phenomenon in livestream business. This study focuses on the livestream marketing scenario of AI streamers, divides the characteristics of AI streamers into four aspects: likability, vitality, professionalism and responsiveness, and explores their influence on customer purchase intention from the dual perspective of technical experience and social interaction. Through the investigation into and analysis of 420 samples of AI livestreaming, it is found that: (1) the characteristics of AI streamers (likability, vitality, professionalism, responsiveness) are positively correlated with purchase intention; (2) perceived novelty and social presence play two mediating roles in the relationship between AI streamer characteristics and purchase intention; (3) consumer innovation plays a moderating role. With the improvement of innovation, the influence of vitality and responsiveness on perceived novelty, social presence and purchase intention are strengthened. Besides, the influence of likability on perceived novelty is also strengthened. However, innovation does not moderate the relationship between professionalism and perceived novelty, social presence, and purchase intention.