Understanding Continuance Intention toward AI Virtual Streamers in E-Commerce: An Expectation Confirmation Perspective
AI, Digital Transformation, and Emerging Technologies: 46ISM 2025
With the rapid growth of AI virtual streamers in E-commerce, understanding what drives viewers’ continuance intention has become increasingly important. Although AI virtual streamers are increasingly adopted by platforms and brands, existing research has not sufficiently explained how viewers form expectations toward these AI agents,…