The Influence of AI Influencer Characteristics in E-commerce on Consumer Trust and Purchase Intention

Purpose – This study examines how AI virtual influencer characteristics (attractiveness, similarity, intimacy, and expertise) affect consumer trust and purchase intention in e-commerce. Specifically, this research investigates how the different characteristics of AI virtual influencers influence trust toward both the influencer and platform, as well as consumer purchase intention in AI-mediated online shopping environments. Design/Methodology/Approach –­ Data were collected from 239 Chinese e-commerce users via an online survey. SPSS 27.0 was used for descriptive statistics, and AMOS 28.0 was used to assess reliability, validity, and test the proposed model using structural equation modeling. Findings – Attractiveness and expertise significantly enhance trust in both the AI virtual influencer and the platform, indicating that consumers rely on aesthetic appeal and perceived competence when evaluating AI virtual influencers. Similarity shows no significant effect, while intimacy increases trust in the platform only. Trust in both the influencer and the platform is positively associated with consumer purchase intention in AI-driven e-commerce contexts. Research Implications – The results expand research on consumer behavior in the context of AI technology in e-commerce, providing a new theoretical perspective for the understanding of the mechanisms of AI virtual endorsements and the impact on consumer psychology and purchasing decisions. This study provides empirical evidence for brands and e-commerce platforms in the design and operation of AI virtual influencers, helping to optimize the consumer experience, enhance trust, and increase purchase conversion rates.