Understanding Consumer Purchase Intention in Virtual Live Streaming: The Moderating Role of Anthropomorphism

Virtual live streaming enables consumers to engage with virtual anchors, facilitating product information acquisition and online transactions. Despite its promising prospects, the field currently grapples with insufficient purchase intention. Anthropomorphizing virtual anchors in such contexts is common, yet the uncanny valley effect can undermine consumer acceptance. Drawing on mind perception and anthropomorphism theories, we explore factors influencing purchase intention in virtual live streaming. Analyzing data from 197 Taobao virtual live streaming consumers, we find that utility and responsiveness positively affect perceived agency, while friendliness and empathy enhance perceived experience. Moreover, perceived agency and experience positively affect purchase intention. Anthropomorphism strengthens the link between utility/responsiveness and perceived agency but weakens the association between friendliness and perceived experience. Our findings offer insights for both research and practice, though limitations are acknowledged and discussed.