When Virtual Anchors Feel Human: Image–Behavior Similarity, Information Quality, and Consumers’ Purchase Intention in Virtual Human Livestream E-Commerce

Yi Zhang; Chunlin Duan

doi:10.63029/gyp75s26

Authors

Yi Zhang IPAG Business School Author
Chunlin Duan South China University of Technology Author

DOI:

https://doi.org/10.63029/gyp75s26

Keywords:

virtual human anchors, livestream e-commerce, image similarity, behavior similarity, information quality, social presence, purchase intention

Abstract

This study examines how virtual human livestreamers shape consumer responses in livestream e-commerce by comparing image similarity and behavior similarity as cues of human-likeness. Drawing on social response and brand equity perspectives, we propose that similarity increases purchase intention directly and indirectly through information quality, and that social presence strengthens these effects. Using survey data from regular livestream shoppers, results show that both image and behavior similarity enhance information quality and purchase intention; information quality partially mediates these relationships. Social presence amplifies the similarity–information quality link and strengthens the conditional indirect effects on purchase intention. The findings clarify how anthropomorphic design cues translate into persuasive information and commercial outcomes, offering guidance for platform managers and brands designing virtual livestream hosts.

Author Biography

Chunlin Duan, South China University of Technology

Chunlin Duan is a Professor and doctoral supervisor at the School of Journalism and Communication, South China University of Technology (SCUT), and Director of the Guangdong Provincial Key Laboratory of New Media and Brand Communication Innovation Application. Her research and practice focus on brand communication and computational advertising, and she is associated with the development of integrated brand communication (IBC) as a research and teaching agenda. She has also engaged extensively with industry, including serving as an independent director for listed companies, and has been recognized for contributions to Chinese brand and advertising development.

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