Anthropomorphic Design of Virtual Streamers in Live Streaming: A Double‐Edged Sword Effect on Consumers' Acceptance Intention

ABSTRACT Anthropomorphism is a core design strategy for virtual streamers in retail live streaming, yet how its two dimensions (anthropomorphic appearance and driven method) jointly influence consumers' acceptance intention remains understudied. Drawing on the uncanny valley theory and implicit personality theory, four progressive between‐subjects experiments ( N = 1334) yield consistent findings: anthropomorphic appearance and driven method interact significantly to shape acceptance intention, with high anthropomorphic appearance paired with human‐driven operation and low anthropomorphic appearance paired with AI‐driven operation both enhancing consumers' acceptance (Studies 1–4). This effect is fully mediated by parallel pathways of perceived value and perceived threat, reflecting a distinct double‐edged sword effect in consumer‐AI interaction (Study 2). Additionally, two boundary conditions are identified: AI disclosure strengthens the focal effect by optimizing perceived value (Study 3), while entity theorists (compared to incremental theorists) exhibit greater sensitivity to the “appearance‐driven method” matching (Study 4). These findings advance theoretical understanding of anthropomorphism and consumer acceptance of AI technologies in retail contexts, offering actionable guidance for retailers to tailor virtual streamer designs to consumer psychological preferences and improve live streaming effectiveness.