{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,11]],"date-time":"2026-09-11T18:10:13Z","timestamp":1789150213835,"version":"build-2803163510"},"reference-count":42,"publisher":"Public Library of Science (PLoS)","issue":"9","license":[{"start":{"date-parts":[[2026,9,11]],"date-time":"2026-09-11T00:00:00Z","timestamp":1789084800000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["www.plosone.org"],"crossmark-restriction":false},"short-container-title":["PLoS One"],"abstract":"<jats:p>As artificial intelligence (AI) is integrated into real-time e-commerce, it is necessary to study how AI virtual hosts affect consumers\u2019 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.<\/jats:p>","DOI":"10.1371\/journal.pone.0357787","type":"journal-article","created":{"date-parts":[[2026,9,11]],"date-time":"2026-09-11T17:39:03Z","timestamp":1789148343000},"page":"e0357787","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":0,"title":["Mechanism of AI chatbot anthropomorphism on consumer impulse buying in live streaming scenarios based on SOR framework"],"prefix":"10.1371","volume":"21","author":[{"given":"Jingqi","family":"Huang","sequence":"first","affiliation":[{"name":"UCSI Graduate Business School, UCSI University","place":["Malaysia"]}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Wasim","family":"Ahmad","sequence":"additional","affiliation":[{"name":"UCSI Graduate Business School, UCSI University","place":["Malaysia"]},{"name":"ARUCAD Research Centre, Arkin University of Creative Arts and Design","place":["Mersin, Northern Cyprus, Turkey"]}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"340","published-online":{"date-parts":[[2026,9,11]]},"reference":[{"issue":"5","key":"pone.0357787.ref001","doi-asserted-by":"crossref","first-page":"1157","DOI":"10.1108\/APJML-11-2021-0822","article-title":"Investigating the live streaming sales from the perspective of the ecosystem: The structures, processes and value flow","volume":"35","author":"J Xue","year":"2023","journal-title":"Asia Pacific Journal of Marketing and Logistics"},{"key":"pone.0357787.ref002","doi-asserted-by":"crossref","first-page":"104613","DOI":"10.1016\/j.cities.2023.104613","article-title":"Spatializing the emerging geography of urban system in China: Based on live streaming commerce","volume":"143","author":"Z Lin","year":"2023","journal-title":"Cities"},{"issue":"3","key":"pone.0357787.ref003","doi-asserted-by":"crossref","first-page":"837","DOI":"10.24136\/oc.3183","article-title":"Digital twin-based cyber-physical manufacturing systems, extended reality metaverse enterprise and production management algorithms, and Internet of Things financial and labor market technologies in generative artificial intelligence economics","volume":"15","author":"G Lazaroiu","year":"2024","journal-title":"oc"},{"key":"pone.0357787.ref004","first-page":"0804","article-title":"Generative Artificial Intelligence in the Metaverse Era: A Review on Models and Applications","volume":"8","author":"H Zhou","year":"2025","journal-title":"Research (Wash D C)"},{"issue":"2","key":"pone.0357787.ref005","doi-asserted-by":"crossref","first-page":"824","DOI":"10.1287\/isre.2023.0024","article-title":"Artificial intelligence-powered digital streamers in online retail: empirical insights and design strategies from experiments","volume":"37","author":"Y Liu","year":"2026","journal-title":"Information Systems Research"},{"key":"pone.0357787.ref006","doi-asserted-by":"crossref","first-page":"101335","DOI":"10.1016\/j.elerap.2023.101335","article-title":"AI and human broadcasters: Relative impact on consumer engagement in live streaming commerce","volume":"62","author":"Y Xu","year":"2023","journal-title":"Electronic Commerce Research and Applications"},{"issue":"2","key":"pone.0357787.ref007","doi-asserted-by":"crossref","first-page":"1580","DOI":"10.3390\/jtaer19020077","article-title":"Impact of AI-Oriented Live-Streaming E-Commerce Service Failures on Consumer Disengagement\u2014Empirical Evidence from China","volume":"19","author":"Y Peng","year":"2024","journal-title":"JTAER"},{"key":"pone.0357787.ref008","first-page":"19","article-title":"Artificial intelligence techniques for human-machine interaction","author":"H Mukhtar","year":"2025","journal-title":"Artificial Intelligence and Multimodal Signal Processing in Human-Machine Interaction. 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