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The influence of virtual anchor language styles on consumer purchase intentions:The role of psychological vigilance and cultural endorsements

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  • Huo, Hong
  • Zhao, Jiayuan
  • Zhou, Jiamin

Abstract

With the rise of virtual anchors in live-streaming commerce, understanding their communication strategies is vital. Grounded in the Computers as Social Actors framework and Parasocial Interaction Theory, this study examines the impact of social oriented versus task oriented language on consumer purchase intention. Across three experiments, the findings show that social oriented language increases purchase intention by reducing psychological vigilance, which serves as a full mediator. The study further identifies a key boundary condition in the form of national cultural symbols. These symbols function as cultural endorsements that reduce the psychological vigilance typically elicited by task oriented language, thereby restoring its persuasive effectiveness. Together, the results highlight the central role of psychological vigilance as both a mechanism and a boundary condition in human computer interaction. The findings offer actionable guidance for designing virtual anchors by aligning language strategies with culturally grounded cues that disarm defensive processing and enhance consumer receptivity.

Suggested Citation

  • Huo, Hong & Zhao, Jiayuan & Zhou, Jiamin, 2026. "The influence of virtual anchor language styles on consumer purchase intentions:The role of psychological vigilance and cultural endorsements," Journal of Retailing and Consumer Services, Elsevier, vol. 91(C).
    • Handle: RePEc:eee:joreco:v:91:y:2026:i:c:s0969698926000299
    DOI: 10.1016/j.jretconser.2026.104750
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