Engagement on e-commerce platforms leading to repurchase intention: The role of ai influencers on livestreaming

Abstract

With the rapid growth of e-commerce in Vietnam, particularly in Ho Chi Minh City, customer engagement on digital platforms is critical for business success. Gen Y and Gen Z, known for their diverse shopping behaviors and preference for digital experiences, are driving new consumption trends. The emergence of AI Influencers, powered by artificial intelligence, presents a novel way to influence purchasing decisions. However, the specific impact of AI Influencers on these consumer groups remains underexplored. This study is grounded in the Digital Content Marketing Theory, AI Influencer, and Computers as Social Actors frameworks to explore how virtual influencers impact consumer behavior on e-commerce platforms. Moreover, this research investigates how AI Influencers influence purchasing decisions and engagement. Using a sample of 409 experienced e-commerce participants, the study uses partial least squares structural equation modeling (PLS-SEM) to analyze the data. The findings reveal Content Marketing Streamers factors, particularly content valence, have a positive impact on customer engagement. However, content quality does not influence customer engagement. Additionally, AI Influencer factors (i.e., AI influencer trust, attachment, attractiveness, and authenticity) positively affect customer engagement. Furthermore, brand equity factors (i.e., brand awareness, perceived product quality) significantly contribute to enhancing customer engagement. The analysis also highlights that the strongest relationship is between customer engagement and brand trust. Not only does customer engagement help strengthen brand trust, but brand trust also plays a crucial role in driving repurchase intention. Finally, the study emphasizes that brand trust significantly impacts repurchase intention. These findings provide valuable insights for businesses to optimize their AI influencer strategies, strengthen brand trust, and ultimately encourage repurchase behavior.