Artificial Intelligence-Powered Digital Streamers in Online Retail: Empirical Insights and Design Strategies from Experiments

• Yahui Liu

  Yahui Liu

  [email protected]

  https://orcid.org/0000-0002-6526-2242

  School of Business, Nanjing Audit University, 211815 Nanjing, China

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• Lei Wang

  Lei Wang

  [email protected]

  https://orcid.org/0000-0001-5531-9340

  Department of Operations and Decision Technologies, Kelley School of Business, Indiana University, Bloomington, Indiana 47405

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• Shuai Yang

  Corresponding Author

  Shuai Yang

  [email protected]

  https://orcid.org/0000-0002-4707-5136

  Glorious Sun School of Business and Management, Donghua University, 200051 Shanghai, China

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• Yanwen Wang

  Yanwen Wang

  [email protected]

  https://orcid.org/0000-0002-6219-992X

  Marketing and Behavioral Science Division, Sauder School of Business, University of British Columbia, Vancouver, British Columbia V6T 1Z2, Canada

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