Can Consumers Still Form Proximal Sensory Perception in Virtual Anchor Live Streaming? The Impact of the Fit Between Sensory Language Description and Product Attributes
Shizhen Bai, Zhui Gui, Jiamin Zhou, Jiayuan Zhao · Journal of theoretical and applied electronic commerce research · 2026
Virtual anchor livestreams have rapidly become an efficient e-commerce format, attracting large audiences through distinctive avatars and real-time interactivity. However, technical constraints and the physical limitations of virtual anchors limit the ability to evoke the vicarious proximal sensory perceptions of products. Therefore, it is essential to investigate strategies that compensate for this deficiency and enhance the effectiveness of live streaming to meet consumer demand. This study explores the effect of a virtual anchor’s proximal sensory fit in product descriptions on purchase intention through two experiments. The results show that a higher sensory fit positively affects purchase intention. The chain mediating effect of perceived authenticity and attractiveness is significant. Product display positively moderates the relationship between sensory fit and purchase intention. This study provides new theoretical perspectives and practical guidance for virtual anchor marketing, emphasizing that marketing effectiveness can be enhanced through reasonable product display and sensory descriptions.