In the rapidly evolving landscape of digital commerce, a novel trend is taking root in China’s agricultural sector: virtual streamers. These AI-driven digital hosts are becoming key players in live-streaming e-commerce, a burgeoning field that has become a new frontier in rural revitalization. A recent study published in the journal *PLoS ONE* (which translates to *Public Library of Science ONE*) sheds light on how the characteristics of these virtual streamers influence consumers’ purchase intentions for agricultural products.
Led by Lin Jiang, the research constructs a comprehensive model that explores the relationship between virtual streamers’ characteristics and consumers’ purchase intentions. The study introduces human-machine trust as a moderating variable and communication presence and emotional presence as mediating variables. The findings reveal that the affinity, anthropomorphism, professionalism, and responsiveness of virtual streamers can positively influence consumers’ purchase intentions for agricultural products through the mediating effects of communication presence and emotional presence.
“Both communication presence and emotional presence positively affect consumers’ purchase intention,” Jiang explains. This insight underscores the importance of creating virtual streamers that can effectively engage with consumers on an emotional level, fostering a sense of connection and trust. The study also highlights the significant moderating role of human-machine trust in the relationship between virtual streamers’ characteristics and social presence.
The implications of this research are profound for the agricultural industry. As live-streaming e-commerce continues to gain traction, understanding how virtual streamers can enhance consumer engagement and purchase intentions becomes crucial. “This study provides insights for the development of virtual streamers in the agricultural industry and offers practical and effective pathways to enhance the quality and efficiency of live-streaming e-commerce for agricultural products,” Jiang notes.
The commercial impacts of this research are far-reaching. For the energy sector, which often intersects with agricultural practices, the insights gained from this study could inform strategies for leveraging digital technologies to boost sales and consumer engagement. As virtual streamers become more sophisticated, they could play a pivotal role in promoting sustainable agricultural practices and products, aligning with the growing consumer demand for eco-friendly and ethically sourced goods.
Moreover, the study’s findings could inspire innovations in other sectors, such as retail and hospitality, where digital engagement is becoming increasingly important. By understanding the nuances of human-machine interactions, businesses can create more effective and engaging digital experiences for their customers.
As the field of live-streaming e-commerce continues to evolve, the research led by Lin Jiang offers a valuable roadmap for harnessing the potential of virtual streamers. By focusing on the characteristics that foster trust and emotional connection, businesses can enhance their digital marketing strategies and drive consumer engagement. The study’s insights not only shape the future of agricultural e-commerce but also pave the way for broader applications in the digital commerce landscape.