This study explores the influence of virtual AI streamers on consumer behavior in rural e-commerce live streaming, focusing on how their perceived characteristics impact purchase intention. Grounded in the appraisal-emotion-action model, the research examines how coolness, mind perception, congruence, and humanlike personality of virtual AI streamers affect trust and purchase intention, with psychological distance acting as a mediator. A survey conducted with 305 Chinese respondents revealed that perceived coolness, mind perception, and human-like personality positively influence psychological distance, trust in virtual AI streamers, and purchase intention. Trust directly affects purchase intention, while psychological distance mediates the relationships between AI streamer characteristics and both trust and purchase intention. The study highlights the critical role of psychological distance in shaping consumer trust and purchase behavior in rural e-commerce contexts. Findings contribute to the literature on virtual AI streamers by offering insights into their psychological and behavioral influence on consumers, particularly in the specialized setting of rural e-commerce live streaming. This research provides valuable implications for rural entrepreneurs seeking to integrate AI streamers into their marketing strategies.