When AI Meets Livestreaming: Exploring the Impact of Virtual Anchor on Tourist Travel Intention

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dc.citation.issue3
dc.citation.volume20
dc.contributor.authorZhu Z
dc.contributor.authorHall CM
dc.contributor.authorTao L
dc.contributor.authorQin Z
dc.contributor.authorLi Y
dc.contributor.editorKhan J
dc.contributor.editorBelk R
dc.contributor.editorZuo N
dc.date.accessioned2025-10-16T22:05:22Z
dc.date.available2025-10-16T22:05:22Z
dc.date.issued2025-09-03
dc.description.abstractThe development of Artificial intelligence (AI) technology has brought new ideas and opportunities to destination marketing. However, existing studies lack sufficient empirical research to explore the impact of AI anchors on tourists’ travel intentions. To fill this research gap, this study explores the influence of perceived anthropomorphism and perceived playfulness on tourists’ telepresence, inspiration, and travel intention in AI virtual anchor-based travel livestreaming. Through the analysis of 291 valid data sets, it was found that in AI virtual anchor-based travel livestreaming, perceived anthropomorphism positively affects telepresence but does not affect tourists’ inspiration. Playfulness positively affects tourists’ telepresence and inspiration in AI virtual anchor-based travel livestreaming. This study also found that neither perceived anthropomorphism nor perceived playfulness directly affects tourists’ travel intention, but both can be achieved through the mediating effect of telepresence. The findings provide empirical evidence of the value for tourism researchers and destinations in adopting AI technology for livestreaming.
dc.description.confidentialfalse
dc.edition.editionSeptember 2025
dc.identifier.citationZhu Z, Hall CM, Tao L, Qin Z, Li Y. (2025). When AI Meets Livestreaming: Exploring the Impact of Virtual Anchor on Tourist Travel Intention. Journal of Theoretical and Applied Electronic Commerce Research. 20. 3.
dc.identifier.doi10.3390/jtaer20030239
dc.identifier.eissn0718-1876
dc.identifier.elements-typejournal-article
dc.identifier.number239
dc.identifier.urihttps://mro.massey.ac.nz/handle/10179/73695
dc.languageEnglish
dc.publisherMDPI (Basel, Switzerland)
dc.publisher.urihttp://mdpi.com/0718-1876/20/3/239
dc.relation.isPartOfJournal of Theoretical and Applied Electronic Commerce Research
dc.rights(c) 2025 The Author/s
dc.rightsCC BY 4.0
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectlivestreaming
dc.subjecttelepresence
dc.subjectperceived anthropomorphism
dc.subjectplayfulness
dc.subjectartificial intelligence
dc.titleWhen AI Meets Livestreaming: Exploring the Impact of Virtual Anchor on Tourist Travel Intention
dc.typeJournal article
pubs.elements-id503700
pubs.organisational-groupOther
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