Effects of AI Virtual Anchors on Brand Image and Loyalty: Insights from Perceived Value Theory and SEM-ANN Analysis
Year: 2025
Type: article
Study design: Observational Study
Abstract: AI virtual anchors are an emerging innovation that are gaining significant attention, as they hold promising applications across various fields. This study examines how users perceive live product selling by AI virtual anchors and its impact on brand image and brand loyalty. A two-stage PLS-SEM and ANN approach was employed to analyze data from a sample of 336 individuals in China who had experienced and utilized AI virtual anchors for purchases during branded live streaming sessions. The findings indicate that perceived usefulness, perceived enjoyment, and novelty positively impact brand image, with artificial neural network (ANN) analysis identifying brand image as the primary predictor. Furthermore, brand image acts as a mediator between these user perceptions and brand loyalty. These insights offer brand managers a strategic approach to utilize AI virtual anchors for fostering a positive brand image and building loyal customer bases. The study also contributes to the academic understanding of consumer behavior and brand management in the context of AI.
Source: Systems
Authors: Yu-Peng Zhu, Lina Xin, Huimin Wang, Han-Woo Park
Language: English
Topic: AI in Service Interactions
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: gold
Estimated APC paid: $2,896
OpenAlex ID: W4406906826