When Virtual Meets Authenticity: How Virtual Streamers Shape Consumer Decision‐Making Confidence

ABSTRACT Authenticity has emerged as a central theme in both academic discourse and business practice within the current virtual landscape. Nevertheless, prior marketing research has predominantly focused on the effect of authenticity on purchase decisions, largely overlooking “consumer decision‐making confidence”—a critical psychological variable essential for both short‐term revenue generation and the development of a long‐term sustainable ecosystem in the live‐streaming industry. To address this gap, this study employs an online survey methodology, recruiting participants via the Credamo and Wenjuanxing platforms (Study 1: N = 144, Study 2: N = 296), to investigate the influence of virtual streamer authenticity on consumer decision‐making confidence amid the rise of AI in live‐streaming commerce. The findings indicate that 3E assets significantly mediate this relationship. Furthermore, different interaction strategies are found to moderate this effect. Specifically, functional interaction strategies amplify the effect of authenticity on enhancing the “enabling‐the‐self” dimension, whereas social interaction strategies strengthen the authenticity effect on the “enticing‐the‐self” dimension. These findings advance influencer marketing research by thoroughly mapping the underlying process that drives decision‐making confidence and provide managers with actionable strategies for effective virtual streamer engagement.