Perceived AI Virtual Streamer Expertise and Consumer Purchase Intention: The Mediating Role of Swift Trust and the Moderating Role of Platform Reputation_Vol. 3 No. 5 (JBM 2026)_Journal of Business and Marketing (ISSN: 3005-5717)

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Perceived AI Virtual Streamer Expertise and Consumer Purchase Intention: The Mediating Role of Swift Trust and the Moderating Role of Platform Reputation

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DOI: https://doi.org/10.62517/jbm.202609501

Author(s)

Jie Yang1,*, Mu He2,

Affiliation(s)

1School of Logistics Engineering, Chongqing Finance and Economic College, Chongqing, China 2School of Foreign Languages and Literatures, Chongqing Normal University, Chongqing, China *Corresponding Author

Abstract

With the continued use of artificial intelligence in livestreaming e-commerce, AI virtual streamers have become an important medium for brand presentation and consumer interaction. Their nonhuman identity, however, leaves consumers with greater uncertainty in a short decision window. Drawing on source credibility theory, swift trust theory, and the logic of platform reputation, this study develops a second-stage moderated mediation model and examines the relationships among perceived AI virtual streamer expertise (PAVSE), swift trust (ST), purchase intention (PI), and perceived platform reputation (PPR). Based on 742 cross-sectional survey responses, the results show that PAVSE is significantly and positively associated with ST. ST partially mediates the relationship between PAVSE and PI. PPR significantly strengthens the positive relationship between ST and PI. Conditional indirect effect analysis further shows that when consumers perceive higher PPR, the indirect effect linking PAVSE to PI through ST is stronger. This study explains consumer trust conversion in AI virtual streamer livestreaming e-commerce from three angles: expertise cues, swift trust formation, and reputational endorsement from the platform.

Keywords

AI Virtual Streamer; Perceived Expertise; Swift Trust; Platform Reputation; Purchase Intention; Livestreaming E-Commerce

References

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