The Emotional Costs of Algorithmic Management: How AI-Driven Goal Setting Influences Livestream E-Commerce Streamers’ Unethical Selling Behavior

With the rapid development of artificial intelligence, AI-driven algorithmic goal setting has become an important mechanism of digital platform management. In the livestream e-commerce industry, platforms increasingly use algorithmic systems to assign tasks, monitor performance, and regulate streamers’ work. Although this intensive and dynamic form of algorithmic management can improve operational efficiency, it may also be associated with potential ethical risks. Drawing on Conservation of Resources Theory, Emotional Labor Theory, and Sociotechnical Systems Theory, this study examines whether AI-driven algorithmic goal setting is associated with streamers’ unethical selling behavior through emotional dissonance and whether AI transparency moderates this relationship. Using a three-wave time-lagged survey design, data were collected from 427 livestream e-commerce streamers in China. SPSS-based hierarchical regression analysis and bootstrapping were employed to test the proposed moderated mediation model. The results showed that AI-driven algorithmic goal setting was significantly and positively associated with streamers’ unethical selling behavior and that emotional dissonance partially mediated this relationship. Furthermore, the positive relationship between AI-driven algorithmic goal setting and emotional dissonance, as well as the corresponding indirect relationship with unethical selling behavior, was weaker at higher levels of AI transparency. These findings identify emotional dissonance as an important psychological mechanism linking algorithmic performance demands with unethical selling behavior and indicate the conditional buffering role of AI transparency. This study extends algorithmic management research to the livestream e-commerce context and provides practical implications for enhancing algorithmic transparency and reducing ethical risks in platform governance.