Signaling Effects in AI Streamers: Optimal Separation Strategy Under Different Market Conditions
The fusion of livestreaming e-commerce and AI technology is booming, and many firms have started to replace human streamers with AI streamers. Despite their popularity, the acceptance of AI streamers by consumers varies widely and the signaling effects of AI streamers still remain unclear. We build...
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MDPI AG
2024-11-01
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| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
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| Online Access: | https://www.mdpi.com/0718-1876/19/4/144 |
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| author | Ying Yu Yunpeng Yang |
| author_facet | Ying Yu Yunpeng Yang |
| author_sort | Ying Yu |
| collection | DOAJ |
| description | The fusion of livestreaming e-commerce and AI technology is booming, and many firms have started to replace human streamers with AI streamers. Despite their popularity, the acceptance of AI streamers by consumers varies widely and the signaling effects of AI streamers still remain unclear. We build an analytical model and compare scenarios where the acceptance level is either exogenously given or endogenously determined, highlighting the implications for firms’ optimal separation strategy. Our findings suggest that in markets with moderate information asymmetry, using both price and acceptance level as joint signals can be more profitable for high-quality firms. Conversely, in highly asymmetric markets, firms must incur additional costs to distinguish their high-quality products, regardless of the signaling strategy employed. Our paper provides strategic insights for firms aiming to leverage AI streamers in diverse market conditions. |
| format | Article |
| id | doaj-art-3f1d65b4b004496c8909e796d8b59eef |
| institution | Kabale University |
| issn | 0718-1876 |
| language | English |
| publishDate | 2024-11-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj-art-3f1d65b4b004496c8909e796d8b59eef2024-12-27T14:34:28ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762024-11-011942997301610.3390/jtaer19040144Signaling Effects in AI Streamers: Optimal Separation Strategy Under Different Market ConditionsYing Yu0Yunpeng Yang1Faculty of Humanities and Social Sciences, Macao Polytechnic University, Macao 999078, ChinaAntai College of Economics and Management, Shanghai Jiao Tong University, Shanghai 200030, ChinaThe fusion of livestreaming e-commerce and AI technology is booming, and many firms have started to replace human streamers with AI streamers. Despite their popularity, the acceptance of AI streamers by consumers varies widely and the signaling effects of AI streamers still remain unclear. We build an analytical model and compare scenarios where the acceptance level is either exogenously given or endogenously determined, highlighting the implications for firms’ optimal separation strategy. Our findings suggest that in markets with moderate information asymmetry, using both price and acceptance level as joint signals can be more profitable for high-quality firms. Conversely, in highly asymmetric markets, firms must incur additional costs to distinguish their high-quality products, regardless of the signaling strategy employed. Our paper provides strategic insights for firms aiming to leverage AI streamers in diverse market conditions.https://www.mdpi.com/0718-1876/19/4/144AI streamerssignaling effectslivestreaming e-commerceacceptance level |
| spellingShingle | Ying Yu Yunpeng Yang Signaling Effects in AI Streamers: Optimal Separation Strategy Under Different Market Conditions Journal of Theoretical and Applied Electronic Commerce Research AI streamers signaling effects livestreaming e-commerce acceptance level |
| title | Signaling Effects in AI Streamers: Optimal Separation Strategy Under Different Market Conditions |
| title_full | Signaling Effects in AI Streamers: Optimal Separation Strategy Under Different Market Conditions |
| title_fullStr | Signaling Effects in AI Streamers: Optimal Separation Strategy Under Different Market Conditions |
| title_full_unstemmed | Signaling Effects in AI Streamers: Optimal Separation Strategy Under Different Market Conditions |
| title_short | Signaling Effects in AI Streamers: Optimal Separation Strategy Under Different Market Conditions |
| title_sort | signaling effects in ai streamers optimal separation strategy under different market conditions |
| topic | AI streamers signaling effects livestreaming e-commerce acceptance level |
| url | https://www.mdpi.com/0718-1876/19/4/144 |
| work_keys_str_mv | AT yingyu signalingeffectsinaistreamersoptimalseparationstrategyunderdifferentmarketconditions AT yunpengyang signalingeffectsinaistreamersoptimalseparationstrategyunderdifferentmarketconditions |