Exploring Consumer Citizenship Behavior by Personification of E-Commerce Virtual Anchors Based on Shopping Value

With the rapid development of the e-commerce industry, e-commerce live broadcasting has become a crucial retail outlet for consumers. However, live broadcasting e-commerce faces the “anchor dilemma,” such as the difficulty of finding a suitable live anchor, the collapse of the live anchor, and so on. With the advent of the meta-universe era and the progress of artificial intelligence, e-commerce virtual anchors have become an effective way to solve the “anchor dilemma” in practice. Virtual anchors can carry goods like real people, replacing some real-life e-commerce anchors. Personification is a significant feature of virtual humans. E-commerce virtual anchoring has the ability, the appearance, and the cultural identity of personification. Consumer citizenship behavior is a kind of spontaneous altruistic behavior that improves the overall quality of e-commerce virtual anchor live broadcasts. Through the Stimulus Organism Response (SOR) model, this study explores the personification mechanism of virtual anchors on consumer citizenship behavior in the live broadcast scene of e-commerce. Through empirical research on 343 questionnaires, this study finds that the personification of e-commerce virtual anchors has a positive effect on consumer citizenship behavior and shopping value; and in turn, shopping value has a positive effect on consumer citizenship behavior. This study suggests applying virtual anchors in e-commerce live broadcasting based on the research results.