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] |
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| Database: | Education Research Complete |
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