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

## TL;DR

This study explores how making virtual anchors seem more human affects consumers' desire to buy products during virtual live streams.

## Contribution

The paper introduces how anthropomorphism moderates the relationship between virtual anchor traits and consumer purchase intention.

## Key findings

- Utility and responsiveness increase perceived agency in virtual anchors.
- Friendliness and empathy improve perceived experience in virtual anchors.
- Anthropomorphism strengthens some but weakens other trait-outcome relationships.

## Abstract

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.