AI vs. Human Streamers: How Digital Agents Shape Consumer Persuasion Processing in Live Streaming Commerce
Abstract
Live streaming commerce is increasingly relying on high-intensity persuasive tactics, yet such tactics may activate consumers’ persuasion knowledge and trigger defensive processing. This research examines whether AI streamers mitigate this defense more effectively than human streamers. Drawing on the Persuasion Knowledge Model, two experiments reveal that, under conditions of high persuasive intensity, consumers perceive lower persuasive intent from AI streamers than from human streamers, which, in turn, reduces consumer suspicion and increases purchase intention. Moreover, this serial mediating effect is stronger for independent accounts than for brand official accounts. These findings provide evidence for a PKM-based mechanism of AI-mediated persuasion and suggest that platforms should consider using AI streamers in high-pressure promotional contexts.
Fields of Study & Subjects
AI in Service Interactions
Digital Marketing and Social Media
Technology Adoption and User Behaviour
Publication details
- Journal / source
- Journal of theoretical and applied electronic commerce research
- Publisher
- MDPI AG
- Volume
- 21
- Issue
- 6
- Pages
- 195–195
- Publication date
- 21 June 2026
- Language
- EN