가상 인간 앵커의 AI 라이브 판매가 구매 의사에 미치는 영향 요인 연구: 차세대 소비그룹을 예로 들어

다국어 초록 (Multilingual Abstract)

[Purpose] With the help of the metaverse craze and artificial intelligence, virtual human anchors are gradually emerging as emerging forces in brand marketing strategies, and with the emergence of next－generation consumers, AI virtual human anchors are becoming more diverse and market prospects are becoming wider. Therefore, this study explored the impact of virtual human anchors on purchasing intentions of next－generation consumer groups from this perspective.<BR/>[Methodology] This study selected six variables: purchase intention, perceived value, perceived risk, sensory experience, anchor image, and stereotype. By constructing a mediating and moderating action model, the research data of this paper were confirmed through a survey with purchase intention as a dependent variable, perceived value as a parameter, perceived risk as a moderating variable, sensory experience, anchor image, and stereotype as independent variables of virtual human anchor AI live sales.<BR/>[Findings] The sensory experience of virtual human anchor AI for next－generation consumers and the image of the anchor are positively correlated with the user’s purchase intention, and stereotypes are negatively correlated with the purchase intention of next－generation consumers. Perceived value plays a mediating role between the sale of virtual human anchor AI live and the purchase intention of next－ generation consumers, and perceived risk plays a negative role between the sale of virtual human anchor AI live and the purchase intention of next－generation consumers.<BR/>[Implications] By constructing a five－dimensional analysis framework of purchase intention, perceived value, perceived risk, sensory experience, anchor image, and stereotype, this study systematically identifies key factors that influence the purchase intention of next－generation consumers, provides new perspectives and views to the theoretical and practical circles, and provides theoretical references for subsequent studies. Through this study, we provided an appropriate reference on how e－commerce platforms make good use of the new sales method of virtual human anchors.