Gaze Strategies in Virtual Idol Livestreams and Their Influence on Online Interaction Through Social Presence and Trust

With the growing commercial prominence of virtual idol livestreaming, this study examines how gaze strategies employed by virtual idols in livestreaming contexts are associated with viewers’ online interaction intention and tests the mediating roles of social presence and trust. Drawing on the SOR model, this study conceptualizes gaze strategies through a two-layer stimulus structure that integrates virtual idol behavioral cues and viewers’ perceptual responses. A 3 × 3 experimental design was employed, manipulating gaze intensity and gaze dynamics at the behavioral layer using virtual idol livestream clips as stimuli, while participants’ perceived gaze was treated as a stimulus variable at the perceptual layer. Data from 398 participants were analyzed using partial least squares structural equation modelling and multivariate analysis of variance. Results indicate that gaze intensity is positively associated with perceived gaze, which in turn is linked to higher levels of social presence and trust. By contrast, the overall effect of gaze dynamics appears more limited, although high-dynamics conditions are associated with lower levels of trust and online interaction intention. The structural model provides evidence that gaze strategies are indirectly associated with online interaction intention through the mediating roles of social presence and trust. The contributions of this study are twofold. First, it provides an empirical basis for subsequent research on virtual character behavior in livestreaming contexts. Second, it offers context-specific insight into a potential pathway through which gaze-related cues may be associated with online interaction intention.