Author(s)

Yifan Fei

Corresponding Author

Yifan Fei

Abstract

This study focuses on the impact mechanism of virtual anchors on consumers' purchase intentions in the field of e-commerce live streaming. From the perspective of perceived value and based on the SOR theoretical framework, it proposes that the characteristics of virtual anchors influence purchase intentions through trust and social presence, with perceived value being introduced as a boundary condition. A total of 762 valid data were collected through questionnaires, and empirical tests were conducted using methods such as reliability analysis, validity analysis, correlation analysis, and regression analysis. The results show that the professionalism, attractiveness and interactivity of virtual anchors all have positive impacts on purchase intentions, with professionalism having the strongest impact. Trust plays a core mediating role between the characteristics of virtual anchors and purchase intentions, while the mediating effect of social presence is not established. Perceived value has a dual-path moderating effect, with functional value enhancing the promoting effect of professionalism on trust and emotional value strengthening the positive impact of interactivity on trust. Meanwhile, both have an inhibitory effect on social presence. The boundary conditions of purchase intentions are complex. The direct impacts of attractiveness and professionalism are not regulated by value orientation. Functional value only enhances purchase intentions through interactivity, while emotional value drives consumption through professionalism and attractiveness. This study provides precise theoretical coordinates for the design of virtual anchor personas, offers theoretical basis and practical guidance for businesses to use virtual anchors in live streaming, and also contributes to the relevant research in the field of e - commerce live streaming.

Keywords

Virtual Streamer; Purchase Intention; Sense of Trust; Perceived Value; SOR Theory; Live E-Commerce