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  • https://doi.org/10.1080/08874417.2026.2616425Copy DOI Icon

AI-Driven VTuber Brand Management for E-Commerce Competencies

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Abstract

ABSTRACT This study investigated the impact of an AI-driven VTuber brand management teaching model on students’ learning outcomes and entrepreneurial self-efficacy in a Taiwan-based e-commerce course. A mixed-methods design was used with an experimental group (40 students) and a control group (42 students). The experimental group used AI tools for their VTuber entrepreneurship project, while the control group used a traditional teaching model. The results showed that the experimental group significantly outperformed the control group in e-commerce knowledge, brand management skills, and entrepreneurial self-efficacy. Findings provide a concrete instructional framework for integrating emerging technologies into higher education.

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