人工智能为直播电商的高速发展提供了新动能，但目前在旅游产品直播营销领域，缺 乏对人工智能融入情境下的用户数字参与行为的相关研究。基于人工智能在直播电商应用的新模 式，本研究采用淘宝平台旅游产品直播数据，探讨了虚拟数字人主播对旅游产品直播中用户数字参 与行为的影响及其边界条件。研究发现：(1)与真人主播相比，虚拟数字人主播能够带来更多的货 币性数字参与行为，但在部分非货币性数字参与行为上效果相对较差；(2)旅游产品类型调节了主 播类型对用户数字参与行为的影响。虚拟数字人主播对交通类、酒店和门票类产品的货币性数字参 与行为的引导上具有明显优势，而相较于酒店和门票类产品，虚拟数字人主播能显著提升交通类产 品销售额；(3)虚拟数字人主播对旅游产品直播情境中的用户数字参与行为的影响随时间的变化有 所不同，其在交通类产品直播中的未来应用前景最好。本研究证实了人工智能技术对旅游直播电商 的影响，并为旅游产品直播行业进行虚拟数字人布局提供了理论支撑。

Artificial intelligence offers new impetus for the rapid advancement of live-streaming e-commerce. However, in the field of tourism product live-streaming, there is currently a dearth of research pertaining to users’ digital engagement behavior when artificial intelligence is integrated into this domain. Drawing on the new application model of artificial intelligence in live-streaming, this study utilizes tourism product live-streaming data from the Taobao platform to investigate the influence of virtual streamers on users’ digital engagement and its boundaries. The findings are as follows: (1) compared with human streamers, virtual streamers can bring more monetary digital engagement behaviors, but the effect is relatively poor on some non-monetary digital engagement behaviors; (2) the type of tourism products moderates the effect of streamer types on users’ digital engagement behaviors. Virtual streamers possess a competitive advantage in influencing monetary digital engagement behaviors pertaining to transportation, hotel, and ticket products; notably, they exhibit a pronounced impact on the sales of transportation products as compared to hotel and ticket offerings; (3) the impact of virtual streamers on users’ digital engagement behaviors for tourism products exhibits temporal variation, with the most promising prospects for their future application lie in the transportation products live-streaming. This study confirms the impact of artificial intelligence technology on tourism product live-streaming, and provides theoretical support for the virtual streamers layout.