Study on the influence of intelligent human–computer interaction of AI virtual anchors on consumers’ initial trust and value co-creation behavior under the technophobia

The findings clarify the boundary role of technophobia, particularly its key disruptive effect in the "perceived ease of use → initial trust" transformation process, thereby enriching the application dimensions of TAM in human-computer interaction scenarios. The core value of this study lies in providing empirical evidence for e-commerce enterprises to effectively build consumers' initial trust and promote differentiated value co-creation through measures such as alleviating technophobia and optimizing virtual anchor interaction design.