Research on the Influence Mechanism of E-commerce Virtual Hosts on Consumers' Purchase Intention--Based on perceived value theory

With the advancement of AI technology, virtual anchors have emerged as a new form of e-commerce live broadcasting. This study, based on perceived value theory, investigates the factors influencing consumers' purchase intent in virtual anchor live broadcasts. Through a questionnaire survey with 307 responses and SPSS analysis, it was found that consumers' attitudes toward virtual anchors positively impact purchase intent directly or through perceived benefits. The influence of virtual anchors' language proficiency on purchase intent is fully mediated by perceived benefits. Moreover, the alignment of virtual anchors with product types and their professional competence moderate this process.