Byoungsoo Kim

The Persuasive Effects of AI and Human Streamers in Live Commerce for Green Products: Dual Pathways of Perceived Authenticity and Personal Selling Motive Inference, and the Moderating Role of Product Positioning

Although AI streamers are increasingly used in live commerce, it remains unclear when they are more persuasive than human streamers for green products and through which psychological mechanisms their influence operates. Using a fictitious plant-based hand wash, we conducted a 2 ×...