Virtual vs. Human Streamers in Live‐Streaming Commerce: How Attachment Styles Influence Purchase Intention

ABSTRACT The growing popularity of virtual streamers has greatly influenced live‐streaming commerce. However, few studies have examined how consumer psychological traits impact purchasing decisions in this context. Given the importance of personal characteristics in shaping consumer behavior, this study investigates the effects of attachment styles (anxiety and avoidance) on purchase intention in the context of low‐involvement products. Social anxiety and social presence are proposed as mediators of these effects. The study also examines whether streamer type (virtual vs. human) moderates these relationships. Attachment styles were selected given the highly interactive and emotionally driven nature of live‐streaming commerce, which shapes social interactions and emotional engagement. Two experimental studies indicate that both attachment avoidance and attachment anxiety increase social anxiety, which in turn reduces perceived social presence and purchase intention. Notably, these effects persist regardless of streamer type. The findings extend attachment theory to live‐streaming contexts, deepen the understanding of consumer psychology in digital retailing, and provide valuable insights for practitioners in live‐streaming commerce.