How technical features of virtual live shopping platforms affect purchase intention: Based on the theory of interactive media effects

Virtual live shopping platforms (VLSPs) are an innovative form of intelligent shopping DSS that offer brands novel opportunities to interact with customers. However, the impact of VLSPs on purchase intention and underlying mechanisms remains unexplored. Therefore, focusing on VLSPs' technical features is crucial for designing and developing their functionalities. This study addresses the research gaps by developing a theoretical model based on the theory of interactive media effects (TIME) to investigate the influence of VLSPs' technical features on customers' purchase intentions. The technical features of VLSPs are reflected in virtual streamers (anthropomorphism) and virtual live scenes (media richness) levels, respectively. Our results indicate that psychological distance plays a mediating role between anthropomorphism (full mediation) and customer engagement, as well as between media richness (partial mediation) and customer engagement in a survey of 299 VLSP users. Meanwhile, customer engagement is found to have a (full) mediating effect between psychological distance and purchase intention. Besides, we verified the chain mediating role of psychological distance and customer engagement between technical features (anthropomorphism and media richness) and purchase intention. Our research delineates effective technical improvement guidelines for practitioners in the VLSP domain. By elucidating the impact results and mechanisms of VLSPs' technical characteristics on user psychology and behavioral intention, our study offers valuable insights for those involved in VLSP development and implementation.