Abstract:

With the rapid development of AI virtual streamers in E-commerce, understanding online viewers’ continuance watching intention has become increasingly important. AI virtual streamers offer unprecedented interactive capabilities, this study proposes to investigate: what factors drive continued viewer watching intention with AI virtual streamers? Based on expectation confirmation theory, this study explores how the characteristics of AI virtual streamers, including anthropomorphism, emotional richness, and interactivity, influence continuance intention through satisfaction. This study innovatively introduced AI literacy as a moderating factor, hypothesizing that viewers with different levels of AI understanding will evaluate and respond to virtual streamer features differently. This study not only enriches research in AI and E-commerce, but also provides guidance for platforms and brands, helping them develop AI virtual streamers that attract long-term viewer attention and gain sustainable advantages in the competitive live streaming commerce market.