THE IMPACT OF VIRTUAL ANCHOR PERCEIVED WARMTH AND COMPETENCE ON CONSUMER PURCHASE INTENTION IN DIGITAL MARKETING
DOI:
https://doi.org/10.1234/aira.v1i1.35Keywords:
Artificial Intelligence, Consumer Behavior, Purchase Intention, Virtual Anchors, Warmth, CompetenceAbstract
This study examines the growing role of virtual anchors in digital marketing, focusing on how consumers’ perceptions of warmth and competence influence purchase intention. Leveraging a systematic literature review guided by PRISMA protocols, 34 peer-reviewed articles published between 2020 and 2025 were analyzed using bibliometric tools, particularly VOSviewer. The network visualization identified four major research clusters: brand stereotypes and corporate responsibility, customer interaction with virtual streamers, AI adoption in marketing, and trust-building mechanisms. The overlay visualization highlighted a chronological shift from theoretical models to applied research emphasizing real-time personalization, behavioral targeting, and AI ethics. Findings indicate that perceived warmth—reflected in friendliness and emotional connection—and perceived competence—reflected in expertise and credibility—jointly shape trust and consumer decision-making in virtual contexts. Studies consistently show that avatars perceived as high in both dimensions are more persuasive and foster stronger brand relationships. Moderating factors such as product type, cultural context, and technological design were also found to influence effectiveness. This review contributes to the interdisciplinary understanding of AI-mediated consumer engagement and offers strategic guidance for marketers and developers seeking to optimize virtual anchor deployment. Future research is encouraged to explore longitudinal effects, ethical considerations, and cross-platform performance.
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