Virtual streamer anthropomorphism affects consumers' purchase intention: The mediating role of social presence

This study examined the effect of virtual streamer anthropomorphism on consumers' purchase intention from the perspective of social presence in live streaming commerce (LSC). We collected survey data from 362 Chinese consumers who had watched virtual streamers in the context of LSC. Our results revealed that virtual streamer anthropomorphism had a positive impact on consumers' purchase intention in LSC and that this relationship was mediated by social presence. This study expandson current theoretical research regarding LSC and offers practical insights for operators in the field.