Unveiling the role of virtual streamer’s interaction attributes in shaping consumer-generated value behaviors

The interaction attributes of virtual streamers are crucial to their success. This study deconstructs virtual streamers’ interaction into two dimensions: interaction intelligence and interaction humanness. Drawing on immersion theory and parasocial relationship theory, the study examines how these interaction attributes are associated with consumer-generated value behaviors, including social media engagement, donation, and purchase intention. Using data from a survey of 479 respondents and structural equation modeling, the results reveal that both the interaction intelligence and interaction humanness of virtual streamers are positively associated with consumer immersion, which, in turn, is positively related to parasocial relationships with virtual streamers. Immersion and parasocial relationships are further associated with social media engagement, donation, and purchase intention. This study advances the theoretical understanding of virtual streamer interaction and provides practical insights for content creators and platforms aiming to foster consumer-generated value behaviors in virtual streaming.