Examining Consumer Impulsive Purchase Intention in Virtual AI Streaming: A S-O-R Perspective

Virtual AI-driven streamers have been gradually used in live commerce, and they may affect consumer impulsive purchase intention. Drawing on the stimulus–organism–response (S-O-R) model, this research examined consumer impulsive purchase intention in virtual AI streaming. Based on survey data from 411 predominantly young and educated virtual AI streaming users recruited through snowball sampling, we found that perceived responsiveness, perceived likeability, perceived expertise, and perceived anthropomorphism of virtual AI streamers are associated with trust and flow experience, both of which predict consumers’ impulsive purchase intentions. The fsQCA identified two paths that lead to impulsive purchase intention. The results imply that live streaming platforms need to engender consumers’ trust and flow experience in order to increase their impulsive purchase intention.