When AI Becomes the Host: Understanding Purchase Intention in Livestream Commerce on Vietnamese E-Commerce Platforms
Description
The rapid adoption of artificial intelligence (AI) in livestream commerce has transformed how consumers interact with virtual streamers on e-commerce platforms. However, limited research has examined the factors influencing consumer purchase intention toward AI-powered livestreams, particularly in emerging markets such as Vietnam. This study investigates the effects of AI streamer characteristics, social presence, perceived value, and consumer trust on purchase intention within the context of AI-powered livestream commerce on Vietnamese e-commerce platforms. Data were collected from 200 consumers with prior experience watching AI-hosted livestreams and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that AI streamer image characteristics, ability characteristics, and scenario fit significantly enhance consumer trust. In addition, consumer trust, social presence, and perceived value positively influence purchase intention, with social presence exerting the strongest effect. The findings further reveal that consumer trust mediates the relationship between AI streamer ability characteristics and purchase intention, whereas its mediating effects on image characteristics and scenario fit are not supported. This study contributes to the growing literature on AI-powered commerce by highlighting the importance of AI streamer competence, social presence, and perceived value.