Research on the Impact of AI Virtual anchors Interaction Effects on Consumer Purchase Intentions in E-commerce Live Streaming Scenes

The purpose of this study isto analyze and evaluate factors affecting AI virtual anchors on consumers' purchase intention in the Live streaming e-commerce. Theoretical framework: In the context of live streaming e-commerce, multiple elements of the interaction of AI virtual anchors will affect customers' sense of social presence, and then affect consumers' purchase intention. Design/methodology/approach: In order to achieve the purpose of this study, literature review was carried out. This paper conducted an empirical study on the interactive effect of AI virtual anchors. Through data collection and analysis of 367 survey subjects, Cronbach's Alpha analysis, correlation analysis and regression analysis (RA) were used to analyze the results. Findings: The research results directly confirmed the five main factors of the interactive effect of AI virtual anchors (Personalized interactive experience, Interestingness, Real-time, Efficient content output, Image) authenticity) affects customers' sense of social presence and further consumers' purchase willingness. Research, Practical & Social implications: For all participants in live streaming ecommerce, it is necessary to fully understand how the interactive effect of AI virtual anchors affects consumer purchase intentions. Originality/Value: In live streaming e-commerce, there are few academic studies on how the interactive effect of AI virtual anchors affects purchase intention or behavior. This study is a supplement to the research on consumers' purchase intention against the backdrop of network broadcast, and it makes pertinent findings through a series of hypothesis tests.