Unpacking Consumer Resistance Toward Virtual Streamers: Asymmetric Effects of Innovation Barriers in Live Streaming Commerce

ABSTRACT By adopting an innovation resistance theory, this study aims to elucidate the asymmetric impacts of innovation on consumer resistance toward virtual streamers in live streaming commerce. A non‐linear conceptual framework was developed and analysed using an integrated method, encompassing fuzzy‐set Qualitative Comparative Analysis (fsQCA), Necessary Conditions Analysis (NCA), and Artificial Neural Network (ANN). The results reveal that while all innovation barriers are critical, their significance in instigating the different resistance intentions varies. In theory, this study offers valuable insights into the contemporary understanding of resistance towards virtual streamers, rather than focusing on the single‐linear effects among barriers in previous studies. In method, it uncovers asymmetric links between innovation barriers and resistance, especially identifying the necessary, sufficient, or both relationships. In practice, it advises focusing on key barriers to reduce resistance to virtual streamers in the live industry.