Breaking CSR Skepticism: How Virtual Streamer Disclosure Influences Consumer Purchases in Livestreaming.
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| Title: | Breaking CSR Skepticism: How Virtual Streamer Disclosure Influences Consumer Purchases in Livestreaming. |
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| Authors: | Han, Lintong1 (AUTHOR), Fang, Jiaming1 (AUTHOR), Xie, Chunya1 (AUTHOR) chunyaxie@uestc.edu.cn, Liao, Miyan1 (AUTHOR), Zhang, Yangting1 (AUTHOR) |
| Source: | Journal of Business Ethics. Apr2026, Vol. 204 Issue 4, p907-931. 25p. |
| Subject Terms: | *Artificial intelligence, *Disclosure, Live streaming, Acquisition of data, Data privacy, Social responsibility of business, Information theory in economics |
| Abstract: | With the rapid advancement of technologies such as artificial intelligence (AI) and virtual reality (VR), companies are increasingly adopting virtual streamers in livestreaming e-commerce. Ethically, consumers have the right to know when they are interacting with AI, and transparency in data collection and use is critical for meeting privacy expectations and societal ethical standards. Drawing on signaling theory, this study examines the impact of virtual streamer disclosure, including transparency in identity and privacy policy, as an ethical strategy in livestreaming. Using a field experiment and three pre-registered scenario experiments, the study shows that virtual streamer disclosure leads to higher consumer purchases compared to non-disclosure. Corporate social responsibility (CSR) skepticism mediates this relationship, while virtual streamer human-likeness and consumer privacy awareness moderate the effect. These findings underscore the potential for companies to adopt ethical practices, such as virtual streamer disclosure, to drive consumer purchases. The study also provides practical recommendations for livestreaming firms to strengthen their CSR efforts. [ABSTRACT FROM AUTHOR] |
| Copyright of Journal of Business Ethics is the property of Springer Nature and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | Education Research Complete |
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| Header | DbId: ehh DbLabel: Education Research Complete An: 192809599 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Breaking CSR Skepticism: How Virtual Streamer Disclosure Influences Consumer Purchases in Livestreaming. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Han%2C+Lintong%22">Han, Lintong</searchLink><relatesTo>1</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Fang%2C+Jiaming%22">Fang, Jiaming</searchLink><relatesTo>1</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Xie%2C+Chunya%22">Xie, Chunya</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> chunyaxie@uestc.edu.cn</i><br /><searchLink fieldCode="AR" term="%22Liao%2C+Miyan%22">Liao, Miyan</searchLink><relatesTo>1</relatesTo> (AUTHOR)<br /><searchLink fieldCode="AR" term="%22Zhang%2C+Yangting%22">Zhang, Yangting</searchLink><relatesTo>1</relatesTo> (AUTHOR) – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Business+Ethics%22">Journal of Business Ethics</searchLink>. Apr2026, Vol. 204 Issue 4, p907-931. 25p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Artificial+intelligence%22">Artificial intelligence</searchLink><br />*<searchLink fieldCode="DE" term="%22Disclosure%22">Disclosure</searchLink><br /><searchLink fieldCode="DE" term="%22Live+streaming%22">Live streaming</searchLink><br /><searchLink fieldCode="DE" term="%22Acquisition+of+data%22">Acquisition of data</searchLink><br /><searchLink fieldCode="DE" term="%22Data+privacy%22">Data privacy</searchLink><br /><searchLink fieldCode="DE" term="%22Social+responsibility+of+business%22">Social responsibility of business</searchLink><br /><searchLink fieldCode="DE" term="%22Information+theory+in+economics%22">Information theory in economics</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: With the rapid advancement of technologies such as artificial intelligence (AI) and virtual reality (VR), companies are increasingly adopting virtual streamers in livestreaming e-commerce. Ethically, consumers have the right to know when they are interacting with AI, and transparency in data collection and use is critical for meeting privacy expectations and societal ethical standards. Drawing on signaling theory, this study examines the impact of virtual streamer disclosure, including transparency in identity and privacy policy, as an ethical strategy in livestreaming. Using a field experiment and three pre-registered scenario experiments, the study shows that virtual streamer disclosure leads to higher consumer purchases compared to non-disclosure. Corporate social responsibility (CSR) skepticism mediates this relationship, while virtual streamer human-likeness and consumer privacy awareness moderate the effect. These findings underscore the potential for companies to adopt ethical practices, such as virtual streamer disclosure, to drive consumer purchases. The study also provides practical recommendations for livestreaming firms to strengthen their CSR efforts. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Journal of Business Ethics is the property of Springer Nature and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1007/s10551-025-06061-2 Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 25 StartPage: 907 Subjects: – SubjectFull: Artificial intelligence Type: general – SubjectFull: Disclosure Type: general – SubjectFull: Live streaming Type: general – SubjectFull: Acquisition of data Type: general – SubjectFull: Data privacy Type: general – SubjectFull: Social responsibility of business Type: general – SubjectFull: Information theory in economics Type: general Titles: – TitleFull: Breaking CSR Skepticism: How Virtual Streamer Disclosure Influences Consumer Purchases in Livestreaming. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Han, Lintong – PersonEntity: Name: NameFull: Fang, Jiaming – PersonEntity: Name: NameFull: Xie, Chunya – PersonEntity: Name: NameFull: Liao, Miyan – PersonEntity: Name: NameFull: Zhang, Yangting IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 04 Text: Apr2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 01674544 Numbering: – Type: volume Value: 204 – Type: issue Value: 4 Titles: – TitleFull: Journal of Business Ethics Type: main |
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