A Study on the Impact of AI Anchor Feature Management on Consumer Purchase Intention——Based on ELM model

The emergence of AI anchors in online live streaming, facilitated by advancements in artificial intelligence technology, has prompted a study on the influence of AI live streaming on consumer purchase intention. Drawing on the Elaboration Likelihood Model (ELM) theory, this research investigates the impact of AI anchor features on consumer purchase intention and examines how effective management of these features can positively influence consumer behavior. Specifically, this study explores the role of information quality, image personification, credibility, and interactivity of AI anchors in shaping consumer purchase intention.