<p>Avatars have gained widespread adoption in live streaming, entertainment, and education. Understanding how to design an avatar is crucial to business that seeks competitive advantages. This study examines the impact of avatar distinctiveness on consumers’ purchase intention. Online experiments were conducted to collect data and then test the hypotheses. The results show a positive relationship between avatar distinctiveness and purchase intention, mediated significantly by identification with the avatar. Distinctiveness heightens identification, positively affects social presence, and ultimately increases purchase intention. Age and education level significantly influence the effectiveness of avatar distinctiveness. Sales of both hedonic and utilitarian products benefit from avatar distinctiveness, but hedonic products can provoke a stronger identification and purchase intention. Our results suggest that businesses should emphasize avatar distinctiveness to bolster their customers’ purchase intentions.</p>