The Impact of Virtual Streamer Anthropomorphism on Consumer Purchase Intention
Author Information
Author(s): Li Chunyu, Huang Fei
Primary Institution: Seoul Business School, aSSIST University
Hypothesis
How do the anthropomorphic characteristics of virtual streamers affect consumer purchase intention through cognitive trust?
Conclusion
The study found that behavioral, cognitive, and emotional anthropomorphism significantly influence cognitive trust, which in turn affects purchase intention.
Supporting Evidence
- Behavioral anthropomorphism significantly affects cognitive trust.
- Cognitive trust positively influences purchase intention.
- Emotional anthropomorphism has a partial mediating effect on purchase intention.
- Appearance anthropomorphism directly affects purchase intention.
Takeaway
This study shows that making virtual streamers more human-like can help people trust them more, which makes them more likely to buy things.
Methodology
The study used a questionnaire survey and structural equation modeling (SEM) to analyze the data.
Limitations
The sample was predominantly individuals familiar with virtual influencers, which may not represent the broader population.
Participant Demographics
{"gender":{"male":46.5,"female":53.5},"age":{"18-25":27,"26-35":41.7,"36-45":25.4,"45 or above":5.8},"education":{"high school or below":11.3,"associate degree":29.8,"bachelor's degree":44.5,"master's degree or above":14.3},"monthly_income":{"RMB 3000 or below":7.8,"RMB 3001-5000":22.3,"RMB 5001-10,000":46.9,"above RMB 10,000":23.1}}
Statistical Information
P-Value
{"behavioral_anthropomorphism":"p<0.001","cognitive_anthropomorphism":"p<0.01","emotional_anthropomorphism":"p<0.001","appearance_anthropomorphism":"p=0.258"}
Confidence Interval
{"behavioral_anthropomorphism":"[0.031, 0.149]","cognitive_anthropomorphism":"[0.014, 0.094]","emotional_anthropomorphism":"[0.032, 0.132]","appearance_anthropomorphism":"[−0.013, 0.054]"}
Statistical Significance
p<0.05
Digital Object Identifier (DOI)
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