AI虚拟主播特性对消费者购买意愿影响机制 研究

Research on the Influence Mechanisms of AI Virtual Streamer Characteristics on Consumer Purchase Intention

摘要: 随着直播电商的迅猛发展，AI虚拟主播日益普及，然而其特性影响消费者购买意愿的内在机制尚缺乏系统性探讨。本研究以S-O-R理论为分析框架，聚焦直播电商情境，系统考察AI虚拟主播特性(吸引力、互动性、专业性、智能性)对消费者购买意愿的影响路径，并引入感知价值与人工智能风险观念，分别检验其中介效应与调节效应。本研究采用问卷调查法，通过在线平台共回收有效问卷342份，运用SPSS 27.0与AMOS 24.0软件进行结构方程模型检验、中介效应检验及调节效应检验。研究结论表明，专业性是现阶段AI虚拟主播驱动消费者购买意愿的核心因素，消费者对AI虚拟主播的感知价值评估以“信息价值”为主导逻辑；感知价值在主播特性与购买意愿之间发挥部分中介作用；人工智能风险观念构成制约虚拟主播特性效用发挥的重要边界条件。据此，平台与品牌方应优先提升虚拟主播的专业知识深度与信息传递精准性，并针对高风险观念用户实施透明化沟通策略，以降低技术感知风险、提升消费转化效率。

Abstract: With the rapid development of live-streaming e-commerce, AI virtual hosts have become increasingly prevalent, yet systematic research on how their characteristics influence consumer purchase intention remains limited. Based on the S-O-R framework, this study examines the effects of AI virtual host characteristics (attractiveness, interactivity, professionalism, intelligence) on purchase intention in the live-streaming e-commerce context, with perceived value as a mediator and AI risk perception as a moderator. A questionnaire survey collected 342 valid responses. Using SPSS 27.0 and AMOS 24.0 for structural equation modeling and mediation/moderation analyses, the results show that: professionalism is the core driver of purchase intention at this stage; consumers’ perceived value of AI virtual hosts is primarily driven by informational value; perceived value partially mediates the relationship between host characteristics and purchase intention; and AI risk perception is a critical boundary condition that constrains the effectiveness of virtual host characteristics. Accordingly, platforms and brands should prioritize enhancing the depth of professional knowledge and accuracy of information delivery, while adopting transparent communication strategies targeting high-risk-perception users to reduce perceived technological risks and improve conversion rates.