How AI Virtual Anchors Ignite the Consumption Impulse: An Exploration of the Path Based on the SOR Model

Lingjiang Zhang; Xuan Qin; Jingwen Liao

doi:10.6918/IJOSSER.202511_8(11).0024

Authors

Lingjiang Zhang
Xuan Qin
Jingwen Liao

DOI:

https://doi.org/10.6918/IJOSSER.202511_8(11).0024

Keywords:

Digital marketing, virtual live broadcasting, artificial intelligence, e-commerce, flow experience, innovative technology, emotion

Abstract

Against the backdrop of rapid advancements in digital technologies and the digital transformation of con-sumer behavior, live-streaming e-commerce has experienced substantial growth. As an innovative application integrating artificial intelligence (AI) and digital marketing, virtual anchors are reshaping traditional live-streaming interaction patterns. The influence of their unique attributes on consumer psychology and be-havioral decision-making warrants further investigation.This study aims to examine the mechanisms through which the characteristics of virtual anchors—interactivity, realism, and anthropomorphism—elicit consumer interest and drive purchase intention. Drawing on the Stimulus-Organism-Response theoretical framework and empirical analysis, the findings reveal the following:1）Interactivity and realism exert a statistically sig-nificant direct positive effect on impulsive purchase intention, whereas anthropomorphism has no direct im-pact.2）Interactivity influences impulsive purchase intention via flow experience (partial mediation); realism affects impulsive purchase intention through perceived pleasure and flow experience (dual mediation); and anthropomorphism indirectly impacts purchase intention solely through perceived pleasure (full mediation);3）Perceived trust positively moderates the relationship between interactivity and realism, AI is undergoing a profound transformation in digital marketing, evolving from an efficiency-oriented tool to an emotionally in-telligent partner and impulsive purchase intention.These results indicate that virtual anchor characteristics shape consumer decision-making through distinct psychological pathways: flow experience, perceived pleas-ure, and perceived trust. E-commerce platforms should prioritize enhancing the interactive capabilities and perceived realism of virtual anchors, while strengthening the efficacy of anthropomorphic marketing by aug-menting user-perceived pleasure.

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