Is the Anthropomorphic Virtual Anchor Its Optimal Form? An Exploration of the Impact of Virtual Anchors’ Appearance on Consumers’ Emotions and Purchase Intention

Is the Anthropomorphic Virtual Anchor Its Optimal Form? An Exploration of the Impact of Virtual Anchors’ Appearance on Consumers’ Emotions and Purchase Intention

In recent years, virtual anchors have become vital in live marketing due to their anthropomorphic features and interactive advantages. However, are anthropomorphic virtual anchors the best option? This study employs neuromarketing tools to examine the impact of virtual anchor appearance on consumer...

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Bibliographic Details
Main Authors: Shizhen Bai, Luwen Cao, Jiamin Zhou
Format: Article
Language:English
Published: MDPI AG 2025-05-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
virtual anchor
EEG
consumer purchase behavior
E-commerce
anthropomorphism
Online Access:https://www.mdpi.com/0718-1876/20/2/110
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