The Effect of E‐Commerce Live Streamer Partner Type on Consumers' Approach Intention: An Empirical Study Based on Live Streaming Studios

ABSTRACT Employing virtual streamers in e‐commerce live streaming has become a popular marketing strategy. However, the effect of different streamer partner types (human–human vs. human–virtual vs. virtual–virtual) on consumers' approach intention remains unclear. Based on the Howard–Sheth model, this research conducts four scenario‐based experiments with 515, 508, 581, and 501 participants, respectively. Results show that compared with both human–human and virtual–virtual streamer partners, human–virtual streamer partners lead to the highest approach intention. Studies 1, 2a, and 2b, conducted across diverse contexts, consistently demonstrate that human–virtual streamer type significantly influences consumers' approach intention and reveal the underlying mechanisms of perceived interactivity and perceived manipulative intent. Study 3 introduces consumers' familiarity with live‐stream shopping as a moderating factor, demonstrating that human–virtual streamer type is more effective for consumers with lower familiarity, thereby enhancing their approach intention. These findings provide valuable insights for e‐retailers in selecting appropriate streamer partners to enhance the effectiveness of live streaming marketing.