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Volume 5, Issue 3, 2026

Abstract

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With the advance of live-streaming e-commerce and the metaverse, virtual streamers as a new productive force, are becoming an emerging power in the live-streaming e-commerce industry. The characteristics of virtual streamers and their impact on consumer behavior in live-streaming rooms have gradually attracted academic attention. Although research on virtual streamers is on the rise, there is a lack of integrated synthesis of research findings, especially in the preliminary stage of virtual streamer applications in the e-commerce field. In this light, this paper conducted a holistic review and analysis of the research outcomes related to virtual streamers in the live-streaming e-commerce domain. Firstly, the conceptual connotation and categories of virtual streamers were elucidated. Subsequently, the paper traced back the relevant theories, influencing factors, and research methods concerning virtual streamer characteristics and their impact on consumer behavior. Ultimately, the paper concluded with an outlook for future investigation, in anticipation of promoting advanced application of virtual streamers in e-commerce marketing practices.
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