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Peer-reviewedCC BY 4.0PLOS One

Mechanism of AI chatbot anthropomorphism on consumer impulse buying in live streaming scenarios based on SOR framework

  • Jingqi Huang1
  • Wasim Ahmad2
  1. 1UCSI Graduate Business School, UCSI University, Malaysia
  2. 2ARUCAD Research Centre, Arkin University of Creative Arts and Design, Mersin, Northern Cyprus, Turkey
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Abstract

As artificial intelligence (AI) is integrated into real-time e-commerce, it is necessary to study how AI virtual hosts affect consumers’ immediate purchase decisions. This research is based on the Stimulus-Organism-Response (S-O-R) framework and explores the psychological mechanism by which the characteristics of AI hosts influence impulsive purchases. The scenario-based experiments show that AI anthropomorphism (ANT) and social conversation cues (SCC) affect impulsive purchases through two mediating states: cognitive trust and emotional arousal. The results indicate that the association between SCC and trust and arousal is stronger than that of visual anthropomorphism, and multiple group analyses show that this mechanism is roughly consistent across gender groups, but there are differences between the product participation and AI experience groups. This research expands upon previous work by testing visual and verbal anthropomorphic cues as parallel stimuli in live-streaming business, and provides guidance for the design of AI virtual hosts.

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Cite

BibTeXRIS
BibTeX
@article{huang2026mechanism,
  title = {{Mechanism of AI chatbot anthropomorphism on consumer impulse buying in live streaming scenarios based on SOR framework}},
  author = {Jingqi Huang and Wasim Ahmad},
  journal = {PLOS One},
  year = {2026},
  month = sep,
  doi = {10.1371/journal.pone.0357787},
  url = {https://doi.org/10.1371/journal.pone.0357787},
  note = {CC BY 4.0},
}
RIS
TY  - JOUR
TI  - Mechanism of AI chatbot anthropomorphism on consumer impulse buying in live streaming scenarios based on SOR framework
AU  - Jingqi Huang
AU  - Wasim Ahmad
PY  - 2026
DA  - 2026/09/11
JO  - PLOS One
DO  - 10.1371/journal.pone.0357787
UR  - https://doi.org/10.1371/journal.pone.0357787
AB  - As artificial intelligence (AI) is integrated into real-time e-commerce, it is necessary to study how AI virtual hosts affect consumers’ immediate purchase decisions. This research is based on the Stimulus-Organism-Response (S-O-R) framework and explores the psychological mechanism by which the characteristics of AI hosts influence impulsive purchases. The scenario-based experiments show that AI anthropomorphism (ANT) and social conversation cues (SCC) affect impulsive purchases through two mediating states: cognitive trust and emotional arousal. The results indicate that the association between SCC and trust and arousal is stronger than that of visual anthropomorphism, and multiple group analyses show that this mechanism is roughly consistent across gender groups, but there are differences between the product participation and AI experience groups. This research expands upon previous work by testing visual and verbal anthropomorphic cues as parallel stimuli in live-streaming business, and provides guidance for the design of AI virtual hosts.
SN  - 1932-6203
ER  -