The interactive effect of affectionate nicknames and streamer type on streamer attitude in E-commerce live streaming: the mediating role of psychological closeness

This paper not only compares the linguistic and communicative distinctions between interpersonal relationships and human-machine relationships from a psychological perspective but also undertakes valuable empirical investigations into their interaction differences. Furthermore, it contributes to advancing research into consumer responses to commercial avatars and offers practical managerial guidance for businesses employing avatars in E-commerce live streaming practices.