Humans still touch hearts: Why human streamers spark more empathy and desire than AI in live commerce<i>?</i>

Abstract

This paper aims to evaluate how the type of streamer (human vs. AI) influences consumer desire in live-streaming commerce through socio-cognitive and motivational mechanisms. Building on the CASA framework, Self-Determination Theory (SDT), and the Model of Goal-Directed Behavior (MGB), this study examines whether human and AI streamers differentially generate perceived empathy, which then activates intrinsic and extrinsic motivations leading to consumer desire. This paper also aims to test whether personal involvement and skepticism moderate the empathy–motivation pathway. A between-subjects experimental design was used to randomly assign participants to view identical livestreaming scripts presented by either a human or a humanoid AI streamer. Data from all 277 Chinese livestreaming participants were analyzed using PLS-SEM. The key findings show that (i) perceived empathy is significantly higher for human streamers than AI streamers, (ii) perceived empathy significantly boosts intrinsic motivation and consumer desire, with a smaller effect on extrinsic motivation, and (iii) intrinsic motivation, but not extrinsic motivation, is a significant predictor of consumer desire. Additionally, personal involvement strengthens the link between empathy and intrinsic motivation, while skepticism weakens the motivational pathways—especially in AI-based interactions. This research reveals that empathy is the main psychological link between streamer identity and consumer desire, and that intrinsic motivation is the dominant mechanism driving consumer engagement in live commerce, grounded in warmth and relatedness. The findings also indicate that emotional authenticity and the fulfillment of psychological needs remain crucial determinants of consumer desire, even in AI-mediated retail. Practical implications include enhancing empathetic communication and balancing the use of human and AI streamers in digital commerce.

Keywords: {'name': 'Livestream commerce; empathy; AI streamers; intrinsic motivation; desire'}

Authors & affiliations

Madina Khudaykulova
Huazhong University of Science and Technology

Yuanqiong He
Huazhong University of Science and Technology

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