When Virtual Anchors Feel Human: Image–Behavior Similarity, Information Quality, and Consumers’ Purchase Intention in Virtual Human Livestream E-Commerce

This study examines how virtual human livestreamers shape consumer responses in livestream e-commerce by comparing image similarity and behavior similarity as cues of human-likeness. Drawing on social response and brand equity perspectives, we propose that similarity increases purchase intention directly and indirectly through information quality, and that social presence strengthens these effects. Using survey data from regular livestream shoppers, results show that both image and behavior similarity enhance information quality and purchase intention; information quality partially mediates these relationships. Social presence amplifies the similarity–information quality link and strengthens the conditional indirect effects on purchase intention. The findings clarify how anthropomorphic design cues translate into persuasive information and commercial outcomes, offering guidance for platform managers and brands designing virtual livestream hosts.