The interactive effect of affectionate nicknames and streamer type on streamer attitude in E-commerce live streaming: the mediating role of psychological closeness.
Journal:
Frontiers in psychology
Published Date:
Dec 24, 2024
Abstract
BACKGROUND: With the widespread application of Artificial Intelligence technology in the field of E-commerce, human-machine relationships have attracted considerable attention within the field of psychology. Address forms, as crucial linguistic cues, have shown notable progress in advancing research on interpersonal relationships; however, a comprehensive understanding of the dynamics in interpersonal (or human-machine) relationships among interactors remains elusive. Therefore, based on Social Identity Theory, this paper explores the interactive effects and underlying mechanisms of affectionate nicknames and streamer type on streamer attitude in E-commerce live streaming, with consumers' perceptions of psychological closeness serving as the mediating mechanism.
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