Product Cues, Interaction Quality, and Anthropomorphism in Artificial Intelligence Virtual Anchor Marketing
Qixuan Liu, Yueqi Dong, Ning Ma, Xiaoyi Zhang · International Journal of Consumer Studies · 2026
ABSTRACT Anthropomorphism is a crucial determinant of social presence for artificial intelligence (AI) virtual anchors. However, prior research has predominantly focused on characteristic anthropomorphism (i.e., human‐like appearance/behaviour), while neglecting the impact of psychological anthropomorphism on consumer emotional involvement. How different product information cues shape the dual‐dimensional anthropomorphism of AI virtual anchors (AIVAs) remains underexplored. To address these gaps, we adopt an extended involvement theory framework grounded in social presence theory. Across four controlled experiments, we examine how hedonic (vs. utilitarian) product cues, search (vs. experiential) product cues, and interaction quality jointly shape AIVAs' anthropomorphism and subsequent consumer emotional involvement. Our key findings are threefold. First, product cues congruent with the AIVA live‐streaming context exert a significant positive effect on consumers' perceived characteristic and psychological anthropomorphism, thereby enhancing consumer s' emotional involvement. Second, the impact of interaction quality on anthropomorphism perceptions and emotional involvement is contingent on product type. In the utilitarian and search product contexts, high interaction quality strengthens consumers' perceptions of anthropomorphism and emotional involvement. However, in hedonic product contexts, high interaction quality only enhances consumer emotional involvement, but weakens perceived characteristic anthropomorphism in experiential product contexts. Finally, product cues and interaction quality exert indirect effects on consumers' emotional involvement via two parallel mediating mechanisms: characteristic anthropomorphism and psychological anthropomorphism of AIVAs. Although the significance of these mediating effects varies across product contexts, the findings demonstrate that both dimensions contribute to consumer emotional involvement. These findings clarify the boundary conditions under which product type and interaction quality jointly shape the anthropomorphism of AIVAs, and offer actionable micro‐level insights for branding and AI marketing.