Proceedings of the 5th International Conference on Internet Technology and Educational Informatization (ITEI 2025)

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Research on the Influencing Factors of AI Virtual Anchors on Consumers’ Purchase Intention in the AIGC Era

Authors
Ping Li1, Jiahan Lin1, Yingzhi Ma1, Xueying Liang1, Huanran Hong1, Narisu Liu1, Nan Zhao1, Zongjie Dai1, *
1Jiaying University, School of economics and management, Meizhou, China
*Corresponding author. Email: zongjiedai@hotmail.com
Corresponding Author
Zongjie Dai
Available Online 24 November 2025.
DOI
10.2991/978-2-38476-472-3_32How to use a DOI?
Keywords
AI virtual anchor; dual-path mechanism; SEM; consumer purchase intention; AIGC ethics
Abstract

The purpose of this study is to analyze how AI virtual anchors influence consumers’ purchase intention in live streaming e-commerce through a dual-path decision-making mechanism. This empirical study is based on 352 valid questionnaires, using Structural Equation Modeling (SEM). There are three key findings proposed in this study. Firstly, information quality constitutes the core path of rational decision-making by enhancing the cognitive drivers of trust and perceived value. Secondly, interactivity and attractiveness significantly affect purchase intention through emotional identity, in which brand credibility has a positive moderating effect on the conversion effect of the edge path. Thirdly, consumers prioritize technical transparency and content compliance. This study proposes a dual-path “technical-emotional” governance scheme, suggesting that enterprises need to balance the professionalism and personality design of virtual personas, and the government should promote the filing system of virtual digital identities to avoid ethical risks. It will contribute to expanding the dual-path analysis paradigm of live marketing, building ethical norms for virtual person technology, which will help the construction of a digital social order where human-machine collaboration is essential.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 5th International Conference on Internet Technology and Educational Informatization (ITEI 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
24 November 2025
ISBN
978-2-38476-472-3
ISSN
2352-5398
DOI
10.2991/978-2-38476-472-3_32How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ping Li
AU  - Jiahan Lin
AU  - Yingzhi Ma
AU  - Xueying Liang
AU  - Huanran Hong
AU  - Narisu Liu
AU  - Nan Zhao
AU  - Zongjie Dai
PY  - 2025
DA  - 2025/11/24
TI  - Research on the Influencing Factors of AI Virtual Anchors on Consumers’ Purchase Intention in the AIGC Era
BT  - Proceedings of the 5th International Conference on Internet Technology and Educational Informatization (ITEI 2025)
PB  - Atlantis Press
SP  - 329
EP  - 340
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-472-3_32
DO  - 10.2991/978-2-38476-472-3_32
ID  - Li2025
ER  -