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Overall, this work contributes to the literature on AI commerce by highlighting the
tension between perceived risks and interaction quality. The findings offer practical
guidance for designers and marketers who want to implement virtual streamers in
emerging markets. By focusing on human-like engagement while ensuring a safe and
transparent environment, businesses can better navigate the complexities of human and
AI interaction in the digital age.
5. Limitation and Future research
A key limitation of this study lies in the representativeness of the sample, as the
collected data does not fully reflect the diversity of the Vietnamese consumer population.
Specifically, the sample is somewhat concentrated on certain groups, such as younger
individuals or those with higher levels of technological familiarity, which may limit the
generalizability of the findings. In practice, consumer perceptions and behaviors can differ
notably across age groups, income levels, and geographic areas.
Therefore, future research should focus on improving sample diversity by including
participants from a wider range of demographic backgrounds, particularly in terms of age,
income, and residential locations across both urban and rural areas. This would help
strengthen the external validity of the results and provide a more comprehensive
understanding of consumer behavior, thereby offering more reliable implications for
marketing strategies and managerial decisions.

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