Impact of e-commerce AI host characteristics on consumer purchase intentions: an investigation of Suzhou intangible cultural heritage products

This study explores the impact of AI host characteristics on consumer purchase intentions in livestreaming e-commerce, focusing on Suzhou’s intangible cultural heritage (ICH) products. It aims to develop a comprehensive framework for understanding how AI host traits influence consumer engagement and purchase behaviour in the context of cultural product promotion. The research utilises a quantitative method, combining theoretical analysis with empirical data. A survey was conducted to assess the influence of AI host characteristics, including cuteness, vitality, professionalism, and responsiveness, on consumer purchase intentions. The study also examines the mediating roles of perceived novelty and social presence, and the moderating effect of consumer innovativeness, using structural equation modelling (SEM) and regression analysis. The findings indicate that AI host characteristics significantly affect consumer purchase intentions. Cuteness, vitality, professionalism, and responsiveness positively influence consumer attitudes and purchase decisions. Perceived novelty and social presence were identified as key mediators in this relationship. Consumer innovativeness was found to enhance the impact of AI host traits, particularly vitality and responsiveness, on consumer perceptions. This study extends research on AI-enabled livestream commerce and virtual influencers to the context of ICH product commercialisation. It proposes a dual-mechanism framework linking AI host characteristics to purchase intentions through perceived novelty and social presence, and identifies consumer innovativeness as a key boundary condition. The study offers practical insights for e-commerce platforms and businesses by identifying the AI host traits that drive consumer engagement. The findings can guide the optimisation of AI hosts to improve consumer experience and sales. It also highlights the need for businesses to tailor their AI-driven marketing strategies to different consumer segments based on innovativeness.