The New Trends in Entertainment Live Broadcasts: A Convergence Study on the Factors Influencing Users' Gift-Giving Intention Towards Virtual Anchors

초록

Virtual anchors, an innovative fusion of virtual images and human anchors, are emerging as a new trend in the pan-entertainment live broadcast sector. In the context of live broadcast platforms competing to incorporate virtual anchors, understanding their impact on user behavior is crucial for the sustainable development of these platforms. Existing studies largely focus on the influence of human anchors on user gift-giving behavior, with few systematically examining the factors within the virtual anchor context. This research, grounded in the parasocial relationship theory, constructs atheoretical model encompassing virtual anchor characteristics, interactive experience, parasocial relationship, group identity, and user gift-giving intention. Through empirical analysis of 413 survey responses, the study finds that: first, characteristics such as eye appeal and similarity of virtual anchors significantly and positively impact parasocial relationships; second, users' perceived enjoyment and perceived interactivity are also important influencing factors of parasocial relationships; third, parasocial relationships serve as a bridge connecting virtual anchors with users emotionally, significantly promoting users' gift-giving intention; fourth, group identity does not significantly moderate the relationship between parasocial relationships and gift-giving intention. These findings enrich the empirical basis of the parasocial relationship theory in the context of virtual anchors, deepen the understanding of the mechanisms of human-machine relationship formation and transformation in virtual social settings, and provide theoretical and practical guidance for optimizing virtual anchor operations on live broadcast platforms. This study not only broadens the theoretical perspective of virtual social research but also offers new insights into business model innovation in the digital economy era. As virtual anchors continue to permeate the pan-entertainment field, exploring their impact on users' social behavior and consumption decisions will remain an important topic for academia and industry

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