Impact of immersion experience on encountering information adoption: experimental evidence from AI virtual live streaming under the algorithmic recommendation
Abstract
Purpose
The purpose of this paper is to explore the factors influencing the encountering information adoption of virtual live streaming from the perspective of the immersion experience. In addition, the paper aims to provide new theoretical perspectives and analytical frameworks for virtual live information behavior.
Design/methodology/approach
Based on a review of relevant literature and theories, a model of the encountering information adoption of virtual live streaming users is constructed. In order to complete the empirical study, two experiments and questionnaires have been designed to investigate the relationship between high and low immersion experiences. A total of 1,332 valid survey samples were collected and analyzed, utilizing the structural equation model. In order to delineate the regimes, Gradient Boosted Regression Tree (GBRT) and Lasso regression were further utilized.
Findings
The research findings indicate that users' immersion experience in virtual live streaming has a positive effect on perceived usefulness, trust, and commitment. Furthermore, perceived usefulness and trust have a positive effect on users' emotional arousal and enhance the content experience, while commitment has a negative effect on the content experience. The emotional arousal and content experience of users contribute to their encountering information adoption. The effect of immersion experience on encountering information adoption is partially mediated by perceived usefulness, trust, commitment, emotional arousal, and content experience. The relationship between content experience and encountering information adoption is moderated by digital literacy to a significant extent. In the context of virtual live streaming, the factors influencing users' encountering information adoption can be divided into three distinct regimes. The most significant factors affecting encounter information adoption are trust and commitment, which are located in the first regime. Emotional arousal and digital literacy are situated in the third regime, with the least significant influence on encountering information adoption.
Originality/value
This study constructs a model of virtual live streaming users' encountering information adoption and explores the formation mechanism of encountering information adoption from the perspective of immersion experience, which provides a new perspective for further understanding the influence of virtual live-streaming users' encountering information adoption.
Keywords
Acknowledgements
This study is supported by the National Natural Science Foundation of China [Grant Number: 72064027; 72364024], Special Funding Program for Graduate Student Innovation in Jiangxi Province [Grant Number: YC2023-S114] and Jiangxi Province Philosophy and Social Science Key Research Base Program [Grant Number: 23ZXSKJD29, 22SKJD05].
Citation
Liu, C., Xiang, L. and Yi, L. (2024), "Impact of immersion experience on encountering information adoption: experimental evidence from AI virtual live streaming under the algorithmic recommendation", Library Hi Tech, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/LHT-12-2023-0596
Publisher
:Emerald Publishing Limited
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