Publication Type
PhD Dissertation
Version
publishedVersion
Publication Date
1-2026
Abstract
Against the backdrop of hotel livestreaming e-commerce, this study explores the impact of AI streamers’ interactivity on consumers’ purchase behavior and its underlying mechanism. Based on the Information Richness Theory, the research first conducts a quasi-experiment using real livestreaming data from OTA platforms. Through propensity score matching and regression model testing, it is found that high-interactivity AI streamers significantly increase product clicks, purchase order, and consumption amount in livestreaming, with consistent support from multiple robustness tests.
Further a between-subjects experiment (N = 172) verifies that high interactivity of AI streamers significantly enhances consumers’ perceived information richness and purchase intention, and confirms that perceived information richness plays a partial mediating role between AI streamer interactivity and purchase behavior. This study not only expands the application boundaries of human-AI interaction and consumer behavior theories in the AI livestreaming scenario but also provides practical implications for the hotel industry to optimize AI streamer design.
Finally, semi-structured interviews reveal consumers’ real experiences and psychological mechanisms regarding AI livestreaming, indicating that price advantage and information sufficiency are the basic conditions triggering consumption, while interactive capability is a key factor influencing AI livestreaming effectiveness. However, AI streamers still have inherent disadvantages in establishing emotional connections.
Keywords
AI streamer, Interactivity, Information richness, Consumer purchase behavior, Hotel livestreaming
Degree Awarded
Doctor of Business Admin
Discipline
Business Administration, Management, and Operations | Marketing
Supervisor(s)
CHANG, Han-Wen Hannah
First Page
1
Last Page
118
Publisher
Singapore Management University
City or Country
Singapore
Citation
SUN, Maohua.
The impact of interactivity of AI streamers on consumer purchase behavior in online hotel sales. (2026). 1-118.
Available at: https://ink.library.smu.edu.sg/etd_coll/836
Copyright Owner and License
Author
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.