The Effect of Anthropomorphic Features of Virtual Streamers on Consumers’ Purchase Intention-The Mediating Role of Sense of Trust

Live streaming e-commerce has become increasingly popular due to its instant, interactive, and entertaining features. This is especially true in light of the 2020 epidemic and related policies, which have led to explosive growth in live streaming with goods. Additionally, the rapid development of digital technologies such as artificial intelligence, virtual reality, and three-dimensional images has led to the gradual emergence of virtual streamers in the field of live streaming. The article presents a mediation model of virtual streamer's anthropomorphic features influencing consumer purchase behavior through trust, based on SOR theory. Empirical research is conducted to support the model. The study findings indicate that virtual streamers’ affinity has a positive impact on consumers’ purchase intention. Additionally, the sense of competence and intimacy also positively affect consumers’ purchase intention. However, the mimicry and responsiveness of virtual streamers do not significantly influence consumers’ purchase intention. Furthermore, the sense of competence and trust partially mediate the relationship between anthropomorphic features of virtual streamers and consumers’ purchase intention. The article's results expand on relevant research regarding virtual streamers in live streaming and provide insights for enterprises and practitioners to better utilize virtual streamers for live streaming with goods.