When virtual anchors eclipse the product: how form realism draws attention away but increases purchase intention in live-streaming commerce

Purpose The rise of artificial intelligence has promoted the application of virtual anchors in live-streaming commerce, raising debate over whether their visual design should closely resemble real humans. This research explores how form realism influences consumer purchase intention through parallel psychological and physiological pathways. Design/methodology/approach A laboratory eye-tracking experiment (Study 1) was conducted to examine the attentional mechanism through which form realism influences purchase intention. Studies 2–4 employed scenario-based online experiments to test the psychological pathway involving attitudinal responses. ANOVA and the PROCESS macro were used for data analysis. Findings Results revealed that high-form realism enhanced visual attention and positive attitudes toward the anchor, thereby increasing purchase intentions. Conversely, low form realism shifted attention from anchors to products. Additionally, low form realism triggered stronger negative machine heuristics, while high form realism mitigated these biases. Originality/value This study discovers the eclipse effect of form realism in live-streaming commerce. It pioneers the exploration of the dual-pathway effects of form realism on purchase intention through attention allocation and perceived attitudes, offering insights into virtual image design in interactive marketing.