Analyze the Impact, Reasons, and Optimization Strategies of the Image of AI Anchors on Consumer Purchase Intention in Live Streaming E-commerce

Abstract

The importance of live streaming e-commerce in online shopping is increasing with the continuous development of live streaming technology. Artificial intelligence (AI), as a disruptive force, has introduced virtual anchors in the live streaming field, replacing live anchors for product introduction and interaction. The virtual anchor image, with its anthropomorphic appearance, interacts with the audience in real-time and is gradually being applied in various fields such as e-commerce, advertising, and social platforms. This study reviews how the image of AI anchors in live streaming e-commerce affects consumer trust and personalized experience, and further explores its impact on consumer purchase intention. Research has found that virtual anchor images can be divided into human and animal images based on their appearance, and different images have different impacts on consumer purchasing intentions. Humanized virtual anchors establish trust relationships and stimulate purchase intentions through rich expressions and actions; Personalized and customized design enhances the attractiveness and sense of identity of virtual anchors. Finally, regarding the application of enterprises in the field of virtual anchors, this article proposes anthropomorphic design, personalized image, and ‘cultural adaptability strategies to improve the commercial efficiency and brand image of virtual anchors.