From Avatars to Algorithms: Virtual Streamers and AI-Enabled Consumer Behavior in Live Streaming Commerce—A Systematic Review
Lingyu Wang, Jasmine A.L. Yeap, Jiaqi Liu, Zongwei Li · Journal of theoretical and applied electronic commerce research · 2026
This review examines existing research on virtual streamers in live streaming commerce and digital marketing, identifying key factors that shape consumer responses. Based on 41 peer-reviewed studies and following PRISMA 2020 guidelines, the analysis applies the CIMCO to synthesize findings through a systematic review. Results highlight three primary mechanisms—trait-based trust, perceived social presence, and message framing—which collectively constitute an integrative model explaining how virtual streamers influence AI-enabled consumer behavior. These elements shape how consumers engage with virtual streamers across platforms and product types. However, current research is limited by geographic concentration, reliance on self-reports, and a lack of longitudinal or behavioral data, which constrains broader applicability. For retailers and platform operators, aligning avatar traits and communication styles with product categories and consumer expectations is crucial for effective digital service delivery. Transparency about whether a streamer is AI or human-operated is also important for maintaining user trust. This review proposes a triadic integration model and offers a foundation for future research on AI-driven marketing influence.