直播AI数字人对用户购买行为的影响机理研究

Research on the Mechanism of the Impact of Live-Streaming AI Digital Humans on Users’ Purchase Behaviors

摘要: 本研究采用基于扎根理论的质性研究方法，探究直播AI数字人对用户购买行为的影响机理。研究基于社会认同理论、技术接受模型与互动性理论，分析了直播AI数字人外观形象、在直播间的情感表达、个性化推荐能力及言语交互能力等因素对用户购买行为的影响。最后，提出提升AI数字人的个性化推荐能力、结合产品改进AI数字人外形特征、优化AI数字人言语沟通的流畅度、强化用户对AI直播的技术接受度、结合互动性理论优化AI交互设计5方面建议，以进一步增强用户体验和促进消费者购买行为。

Abstract: This study employs a qualitative research approach grounded in grounded theory to investigate the mechanisms by which live-streaming AI digital humans influence users’ purchasing behavior. The research integrates social identity theory, the technology acceptance model, and interactivity theory to analyze how factors such as the appearance of AI digital humans, emotional expression in live-streaming rooms, personalized recommendation capabilities, and verbal interaction skills impact user purchasing decisions. Finally, five recommendations are proposed: enhancing the personalized recommendation abilities of AI digital humans, refining their appearance based on product characteristics, improving the fluency of their verbal communication, strengthening users’ acceptance of AI live-streaming technology, and optimizing AI interaction design using principles from interactivity theory. These recommendations aim to enhance user experience and promote consumer purchasing behavior.