In recent years, many brands have designed their own AI Vtubers as brand ambassadors for marketing, combining the high interactivity and unique narratives of Vtubers with the autonomy and low risk of AI to create 24/7 real-time interactive advertising. This study examines the forms of AI-endorsed interfaces (AI humans & AI Vtubers) along the path from immersion to purchase intention, using perceived persuasiveness as a mediating variable to identify the sources and differences in marketing effectiveness. The study subjects were general adult consumers with experience watching shopping live streams, and a total of 244 questionnaires were collected. The results show that both the AI humans and AI Vtubers groups achieved positive and significant direct effects on immersion, perceived persuasiveness, and purchase intention, with perceived persuasion playing a partial mediating role. However, the difference between the two groups was not statistically significant, indicating that AI humans and AI Vtubers have similar effects on these three path of variables.

Authors:
Cheng Chih Hsieh, National Yunlin University of Science and Technology, Taiwan
Hsiwen Fan, National Taichung University of Education, Taiwan

About the Presenter(s)
Mr. Hsieh Cheng-chih was a graduate student at the Graduate Institute of Design, National Yunlin University of Science and Technology.

See this presentation on the full schedule – Thursday Schedule

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