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Expectancy Violations and Discontinuance Behavior in Live-Streaming Commerce: Exploring Human Interactions with
1School of Information Science, Guangdong University of Finance and Economics, Guangzhou 510320, China.
Behavioral Sciences (Basel, Switzerland)
|October 26, 2024
Summary
Virtual streamers in live-streaming commerce can lead to consumer distrust and dissatisfaction if they violate expectations of professionalism, empathy, or responsiveness, ultimately causing users to stop engaging with them.
Area of Science:
- Human-AI Interaction
- Consumer Behavior
- Live-streaming Commerce
Background:
- Virtual streamers, powered by AI digital humans, are growing in live-streaming commerce.
- Mismatched consumer expectations with virtual streamers can cause negative outcomes.
Purpose of the Study:
- To investigate how expectation violations in human-virtual streamer interactions influence consumer discontinuance behavior.
- To develop and test a theoretical model based on expectancy violations theory.
Main Methods:
- An online questionnaire survey was conducted with 307 Chinese consumers experienced with virtual streamers.
- Partial least squares structural equation modeling (PLS-SEM) was used to analyze the data.
Main Results:
- Professionalism, empathy, and responsiveness expectation violations significantly increased consumer distrust and dissatisfaction.
- Distrust and dissatisfaction were found to positively predict discontinuance behavior.
Conclusions:
- Violated consumer expectations regarding virtual streamers' professionalism, empathy, and responsiveness drive distrust, dissatisfaction, and ultimately, discontinuance.
- Findings provide actionable insights for live-streaming commerce practitioners to manage virtual streamer implementation and mitigate negative consumer reactions.
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