When AI virtual influencers become human-like in live streaming: Anthropomorphism and organic food consumption intention

This study examines how the anthropomorphism of AI virtual influencers influences consumers’ purchase intentions for organic food via emotional responses. We conceptualize anthropomorphism as a three-dimensional construct (appearance, behavioral, emotional) and examine its effects on consumers’ emotional responses, as defined by the pleasure–arousal–dominance (PAD) emotional model, and their purchase intention. An online survey of live-streaming users yielded 308 valid responses. Data were analyzed with SPSS 29.0 and AMOS 28.0 to evaluate reliability, validity, and the proposed structural relationships. Results show that higher levels of anthropomorphism are associated with stronger PAD responses, and pleasure and dominance are positively associated with purchase intention for organic food. The study enriches the understanding of anthropomorphism in AI-driven communication and offers insights into the emotional mechanisms relevant to sustainable consumption. Managerially, the findings suggest leveraging anthropomorphic cues and emotionally engaging designs in virtual live-streaming to enhance the appeal of organic food.