The impact of AI digital human anchors para-social interactions on consumers purchase intention

Abstract

With the development of artificial intelligence technology, Al anchors have received increasing attention in e-commerce live streaming. Based on the perspective of perceived trust and information quality, this study explores the impact of Al anchors' para-social interactions on purchase intention. This study reviews the literature on para-social interaction, perceived trust,information quality, purchase intention; organizes the logical relationship between variables; combines SOR theory and other related theories; builds a theoretical framework; and proposes hypotheses. Through questionnaire surveys, 429 pieces of data were collected using SPSS software for data analysis. The results show that Al anchors' para-social interaction has a significant positive impact on consumers' perceived trust and purchase intention. Perceived trust plays a partial mediating role between para-social interaction and purchase intention, while information quality has an insignificant moderating effect between para-social interaction and perceived trust