Can AI-virtual anchors replace human internet celebrities for live streaming sales of products? An emotion theory perspective

The purpose of this paper is to (1) investigate whether consumers' emotions and purchase intentions are affected by the different behaviors or emotional states of Internet celebrities and (2) explore the change in consumers' emotions when Internet celebrities are replaced with artificial intelligence (AI) virtual anchors and whether consumers are willing to pay for AI virtual anchors. Therefore, the theoretical framework of this study was established by synthesizing emotion, trust, and personal values theories; following the causal framework of emotion-trust-intention, two studies were designed corresponding to Internet celebrities and AI virtual anchors. All data were collected via a questionnaire survey, and the two structural equation models were analyzed using Smart PLS software (version 4.0). Study 1 revealed that the behavior of Internet celebrities and shopping value directly affect consumer emotions and that different emotions significantly affect purchase intentions. Consumers with utilitarian motivations are more rational than those with hedonic motivations. Study 2 revealed that consumers with different shopping values experienced different emotional changes when confronted with AI virtual anchors and further confirmed the effects of emotions (post), consumer engagement, hedonism, and utilitarian values on consumer trust and purchase intentions. Moreover, AI virtual anchors are not popular except among consumers with extreme hedonism. Alternatively, consumers are more attracted to Internet celebrity live streaming than AI virtual anchors.