Forecasting the purchase intention of Live shopping: Key roles of the cooperation mode between human and AI anchors
Description
E-commerce live streaming has become a crucial medium for consumers to gather product information and make purchases, significantly shaping brand image, consumer sentiment, and purchasing intent. The rise of AI anchors has revitalized the sector, offering efficient, personalized, and interactive experiences. However, limited research explores how consumers' social perceptions of AI as intelligent assistants impact purchase intentions in live shopping. This study examines how the human and AI anchor cooperation modes affect purchasing intentions through two experiments. Study 1 finds that cooperation mode and product type interact: human-led cooperation mode is more effective for hedonic products, while AI-led cooperation mode performs better for utilitarian products. Study 2 reveals distinct mediating roles of trust: affective trust drives hedonic product acceptance, while cognitive trust influences utilitarian product acceptance. These findings highlight the significant role of anchor cooperation in shaping consumer behavior and provide insights for optimizing AI-driven live-streaming strategies.This dataset contains experimental data collected in two studies.