AI虚拟主播对消费者购买意愿的影响研究  

Research on Impact of AI Virtual Anchors on Consumers'Purchase Intention

作　　者：秦芬 郭海玲[2] Qin Fen;Guo Hailing

机构地区：[1]太原理工大学经济与管理学院,山西太原030024 [2]河北大学管理学院,河北保定071002

出　　处：《企业经济》2025年第1期89-98,共10页Enterprise Economy

基　　金：教育部人文社会科学研究青年基金项目“虚拟主播对顾客购买行为的影响机制及伦理规范研究”(项目编号:23YJCZH172);国家自然科学基金青年项目“电商直播中情绪形成机理和绩效影响:基于动态视角的实证研究”(项目编号:72302136)。

摘　　要：随着人工智能等技术的发展,越来越多商家使用AI虚拟主播直播带货,以吸引顾客并降本提效。基于详尽可能模型和刺激-机体-反应理论,通过问卷调查方法探究AI虚拟主播的中心路径因素信息质量和边缘路径因素外表吸引力和娱乐性、形象拟真度对消费者购买意愿的影响及机制。研究结果表明:AI虚拟主播提供的信息质量和外表吸引力均可通过用户信任和社会临场感影响购买意愿;其娱乐性只能通过用户信任影响购买意愿;只有卡通型虚拟主播的娱乐性会对用户购买意愿产生正影响;与男性相比,女性购买虚拟主播推荐产品的意愿更高。因此,商家为吸引用户购买,应注重虚拟主播的信息质量;围绕目标客户,准确选择虚拟主播形象拟真度;根据虚拟主播形象拟真度,差异化设计其外表和娱乐性。With the development of artificial intelligence and other technologies,more and more businesses are using AI virtual anchors to sell products through livestreaming to attract customers,reduce costs and improve efficiency.Based on the theories of ELM and SOR,this study investigated the impact and mechanism of the central path factor information quality and the edge path factor appearance attraction,entertainment and image authenticity of AI virtual anchors on consumers'purchase intention through a questionnaire survey.The research results indicate that the information quality provided by AI virtual anchors and the appearance attractiveness can affect purchase intention through users'trust and social presence;the entertainment value of AI virtual anchors can only affect purchase intention through users'trust;only the entertainment of cartoon virtual anchors will have a positive impact on users'purchase intention;compared with men,women are more willing to purchase products recommended by virtual anchors.Therefore,in order to attract users,the information quality of virtual anchors comes first.Secondly,it is advisable to choose virtual anchors'image fidelity according to its target customers.At last,according to the virtual anchors'image fidelity,the appearance and entertainment should be designed differently.

关 键 词：AI虚拟主播 形象拟真度 详尽可能模型 

分 类 号：F740[经济管理—国际贸易]