{"id":"https://openalex.org/W4413749075","doi":"https://doi.org/10.1287/isre.2023.0024","title":"Artificial Intelligence-Powered Digital Streamers in Online Retail: Empirical Insights and Design Strategies from Experiments","display_name":"Artificial Intelligence-Powered Digital Streamers in Online Retail: Empirical Insights and Design Strategies from Experiments","publication_year":2025,"publication_date":"2025-08-26","ids":{"openalex":"https://openalex.org/W4413749075","doi":"https://doi.org/10.1287/isre.2023.0024"},"language":"en","primary_location":{"id":"doi:10.1287/isre.2023.0024","is_oa":false,"landing_page_url":"https://doi.org/10.1287/isre.2023.0024","pdf_url":null,"source":{"id":"https://openalex.org/S202812398","display_name":"Information Systems Research","issn_l":"1047-7047","issn":["1047-7047","1526-5536"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310315699","host_organization_name":"Institute for Operations Research and the Management Sciences","host_organization_lineage":["https://openalex.org/P4310315699"],"host_organization_lineage_names":["Institute for Operations Research and the Management Sciences"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Information Systems Research","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5080044042","display_name":"Yahui Liu","orcid":"https://orcid.org/0000-0002-6526-2242"},"institutions":[{"id":"https://openalex.org/I206777745","display_name":"Nanjing Audit University","ror":"https://ror.org/04zj2bd87","country_code":"CN","type":"education","lineage":["https://openalex.org/I206777745"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Yahui Liu","raw_affiliation_strings":["School of Business, Nanjing Audit University, 211815 Nanjing, China"],"raw_orcid":"https://orcid.org/0000-0002-6526-2242","affiliations":[{"raw_affiliation_string":"School of Business, Nanjing Audit University, 211815 Nanjing, China","institution_ids":["https://openalex.org/I206777745"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5005646431","display_name":"Lei Wang","orcid":"https://orcid.org/0000-0001-5531-9340"},"institutions":[{"id":"https://openalex.org/I4210119109","display_name":"Indiana University Bloomington","ror":"https://ror.org/02k40bc56","country_code":"US","type":"education","lineage":["https://openalex.org/I4210119109","https://openalex.org/I592451"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Lei Wang","raw_affiliation_strings":["Department of Operations and Decision Technologies, Kelley School of Business, Indiana University, Bloomington, Indiana 47405"],"raw_orcid":"https://orcid.org/0000-0001-5531-9340","affiliations":[{"raw_affiliation_string":"Department of Operations and Decision Technologies, Kelley School of Business, Indiana University, Bloomington, Indiana 47405","institution_ids":["https://openalex.org/I4210119109"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5100728669","display_name":"Shuai Yang","orcid":"https://orcid.org/0000-0002-4707-5136"},"institutions":[{"id":"https://openalex.org/I181326427","display_name":"Donghua University","ror":"https://ror.org/035psfh38","country_code":"CN","type":"education","lineage":["https://openalex.org/I181326427"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Shuai Yang","raw_affiliation_strings":["Glorious Sun School of Business and Management, Donghua University, 200051 Shanghai, China"],"raw_orcid":"https://orcid.org/0000-0002-4707-5136","affiliations":[{"raw_affiliation_string":"Glorious Sun School of Business and Management, Donghua University, 200051 Shanghai, China","institution_ids":["https://openalex.org/I181326427"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5100616010","display_name":"Yanwen Wang","orcid":"https://orcid.org/0000-0002-6219-992X"},"institutions":[{"id":"https://openalex.org/I141945490","display_name":"University of British Columbia","ror":"https://ror.org/03rmrcq20","country_code":"CA","type":"education","lineage":["https://openalex.org/I141945490"]}],"countries":["CA"],"is_corresponding":false,"raw_author_name":"Yanwen Wang","raw_affiliation_strings":["Marketing and Behavioral Science Division, Sauder School of Business, University of British Columbia, Vancouver, British Columbia V6T 1Z2, Canada"],"raw_orcid":"https://orcid.org/0000-0002-6219-992X","affiliations":[{"raw_affiliation_string":"Marketing and Behavioral Science Division, Sauder School of Business, University of British Columbia, Vancouver, British Columbia V6T 1Z2, Canada","institution_ids":["https://openalex.org/I141945490"]}]}],"institutions":[],"countries_distinct_count":3,"institutions_distinct_count":4,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":16.6766,"has_fulltext":false,"cited_by_count":13,"citation_normalized_percentile":{"value":0.99010122,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":95,"max":100},"biblio":{"volume":"37","issue":"2","first_page":"824","last_page":"841"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.9998000264167786,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.9998000264167786,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.996999979019165,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.988099992275238,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.5283005237579346},{"id":"https://openalex.org/keywords/empirical-research","display_name":"Empirical research","score":0.4512268602848053},{"id":"https://openalex.org/keywords/data-science","display_name":"Data science","score":0.44184374809265137},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.3232976794242859}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5283005237579346},{"id":"https://openalex.org/C120936955","wikidata":"https://www.wikidata.org/wiki/Q2155640","display_name":"Empirical research","level":2,"score":0.4512268602848053},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.44184374809265137},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3232976794242859},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0},{"id":"https://openalex.org/C111472728","wikidata":"https://www.wikidata.org/wiki/Q9471","display_name":"Epistemology","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1287/isre.2023.0024","is_oa":false,"landing_page_url":"https://doi.org/10.1287/isre.2023.0024","pdf_url":null,"source":{"id":"https://openalex.org/S202812398","display_name":"Information Systems Research","issn_l":"1047-7047","issn":["1047-7047","1526-5536"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310315699","host_organization_name":"Institute for Operations Research and the Management Sciences","host_organization_lineage":["https://openalex.org/P4310315699"],"host_organization_lineage_names":["Institute for Operations Research and the Management Sciences"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Information Systems Research","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":51,"referenced_works":["https://openalex.org/W1713757920","https://openalex.org/W1985354288","https://openalex.org/W1991015565","https://openalex.org/W2099686863","https://openalex.org/W2115040353","https://openalex.org/W2139808242","https://openalex.org/W2316972015","https://openalex.org/W2494821594","https://openalex.org/W2901809209","https://openalex.org/W2914188784","https://openalex.org/W2964543620","https://openalex.org/W2966770601","https://openalex.org/W3012220842","https://openalex.org/W3017313747","https://openalex.org/W3101433089","https://openalex.org/W3121705696","https://openalex.org/W3123014060","https://openalex.org/W3123226844","https://openalex.org/W3127061213","https://openalex.org/W3135549087","https://openalex.org/W3157200701","https://openalex.org/W3160502863","https://openalex.org/W3164564970","https://openalex.org/W3173485327","https://openalex.org/W3174303984","https://openalex.org/W3177591854","https://openalex.org/W3193549051","https://openalex.org/W3195556436","https://openalex.org/W3205110944","https://openalex.org/W4245493330","https://openalex.org/W4282963908","https://openalex.org/W4283398683","https://openalex.org/W4283756508","https://openalex.org/W4320498242","https://openalex.org/W4362723624","https://openalex.org/W4379516502","https://openalex.org/W4385379938","https://openalex.org/W4385706591","https://openalex.org/W4386001327","https://openalex.org/W4386155039","https://openalex.org/W4386699310","https://openalex.org/W4387108205","https://openalex.org/W4387874239","https://openalex.org/W4388970084","https://openalex.org/W4389331328","https://openalex.org/W4391540276","https://openalex.org/W4393900960","https://openalex.org/W4395040091","https://openalex.org/W4395661176","https://openalex.org/W4401884056","https://openalex.org/W4402128370"],"related_works":["https://openalex.org/W4391375266","https://openalex.org/W2899084033","https://openalex.org/W2748952813","https://openalex.org/W2390279801","https://openalex.org/W4391913857","https://openalex.org/W2358668433","https://openalex.org/W4396701345","https://openalex.org/W2376932109","https://openalex.org/W2001405890","https://openalex.org/W4396696052"],"abstract_inverted_index":{"As":[0],"artificial":[1],"intelligence":[2],"(AI)-powered":[3],"digital":[4,38,66],"streamers":[5,67],"gain":[6],"popularity":[7],"in":[8,155],"live":[9,50,156],"commerce,":[10],"online":[11],"retailers":[12,143],"face":[13],"critical":[14],"questions":[15],"about":[16],"the":[17,31],"actual":[18],"business":[19],"value":[20],"of":[21,37],"their":[22],"operations.":[23],"This":[24],"study":[25],"offers":[26],"timely,":[27],"evidence-based":[28],"insights":[29],"into":[30],"economic":[32],"impact":[33],"and":[34,58,75,93,112,118,135,144,152],"optimal":[35],"design":[36],"streamers.":[39],"Although":[40],"current":[41],"designs":[42],"do":[43],"not":[44,86,98],"significantly":[45],"improve":[46],"sales":[47,62],"over":[48],"no":[49],"streaming,":[51],"incorporating":[52],"behavioral":[53],"realism\u2014especially":[54],"enhanced":[55],"real-time":[56,116],"question":[57],"answer":[59],"(Q&A)\u2014can":[60],"boost":[61],"by":[63],"25%,":[64],"making":[65],"as":[68,70,115],"effective":[69],"human":[71,95],"hosts.":[72],"Visual":[73],"upgrades":[74],"human-like":[76],"voices":[77],"also":[78],"help":[79],"but":[80],"to":[81,124,129,148],"a":[82],"lesser":[83],"degree.":[84],"Importantly,":[85],"all":[87],"AI-driven":[88],"enhancements":[89],"deliver":[90],"immediate":[91],"returns,":[92],"imitating":[94],"scripts":[96],"does":[97],"guarantee":[99],"success.":[100],"Retailers":[101],"should":[102],"focus":[103],"on":[104],"dynamic":[105],"human-AI":[106],"interaction":[107],"features":[108,128],"that":[109],"drive":[110],"engagement":[111],"trust,":[113],"such":[114],"Q&A":[117],"interactive":[119],"giveaways.":[120],"Designers":[121],"are":[122],"encouraged":[123],"integrate":[125],"multiple":[126],"realism":[127],"maximize":[130],"effectiveness":[131],"while":[132],"managing":[133],"cost":[134,153],"scalability.":[136],"These":[137],"findings":[138],"offer":[139],"actionable":[140],"guidance":[141],"for":[142],"platform":[145],"designers":[146],"seeking":[147],"leverage":[149],"AI":[150],"effectively":[151],"efficiently":[154],"streaming":[157],"commerce.":[158]},"counts_by_year":[{"year":2026,"cited_by_count":11},{"year":2025,"cited_by_count":2}],"updated_date":"2026-07-20T07:56:41.581041","created_date":"2025-10-10T00:00:00"}