How consumer perceptions of virtual streamers affect purchase intention in live streaming commerce: based on cognition-affect-behavior model

Purpose Despite widespread use of virtual streamers, academic research on this subject remains limited. This study aims to explore the mechanisms by which consumer perceptions of virtual streamers influence consumer purchase intentions. Design/methodology/approach We used partial least squares structural equation modeling to analyze validated online survey data from 414 consumers watching virtual streamers. Findings Consumer perceptions of virtual streamers (perceived competence, perceived interaction quality and perceived warmth) promote the establishment of transactional psychological contract and relational psychological contract between consumers and virtual streamers, which further affects consumers’ purchase intention. Originality/value This study enriches the research on virtual streamers, facilitates their adoption and introduces the psychological contract into a new research context by revealing the formation of the psychological contract from the perspective of virtual streamers. Moreover, this study provides a new understanding of the relationship between disembodied artificial intelligence and consumers.