Impact of Customer Perceptions of Virtual Influencers on Value Co-Creation in Streaming Platforms

The continuous advancement and application of generative artificial intelligence (AI) allows for virtual influencers to be active. Therefore, how virtual influencers respond to customer needs and create value has attracted the interest of streaming platforms. Using the stimulus–organism–response model, we explored how customer perceptions of virtual influencers affect their involvement in streaming platforms and value co-creation behavior. Customer perceptions of virtual influencers are considered as the stimulus, including customer preferences, interactivity, and functionality. Enduring engagement is viewed as the psychological organism, and value co-creation is regarded as the behavioral response. A questionnaire survey was used to investigate the customer perceptions of virtual influencers on streaming platforms or applications to link their experiences into a virtual world and enhance value co-creation. Customer perceptions, including preferences, interactivity, and functionality, have positive effects on enduring involvement and value co-creation. Enduring involvement affects the relationship between customer perceptions and value co-creation. Such results help to understand customer perceptions and behaviors toward virtual influencers to enhance the service and user experience of streaming platforms.