Abstract

Live-streaming e-commerce has become a major digital consumption scenario. Digital Human Streamers (DHS) are increasingly adopted due to their flexibility, creative potential and cost advantages. However, limitations in current technologies and immature design strategies often result in unsatisfactory performance, preventing DHS from meeting practical expectations. Existing studies lack a technology-oriented classification of anthropomorphic characteristics, making it difficult to support technology selection and investment decisions for DHS applications. To address this gap, this study proposes seven anthropomorphic characteristics of DHS. Based on the Stimulus–Organism–Response (S-O-R) framework, we examine how these characteristics influence Purchase Intention (PI) through Affective Experience (AE) and Cognitive Evaluation (CE). An empirical study with 236 valid responses was carried out. According to the results, Appearance Fidelity (AF) and Functional Ability (FA) characteristics have stronger positive effects on PI than Persona Stability (PS), while IP Alignment (PA) has a relatively weaker effect. This study contributes to the literature by proposing a technology-oriented classification of digital human anthropomorphism and provides practical implications for DHS technology selection and associated operational design in live-streaming e-commerce.

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