Are assertive messages more effective in live marketing? Matching effects of anchor type and message assertiveness on purchase intention

Artificial intelligence (AI) technologies have been extensively integrated into marketing practices, with virtual anchors emerging as novel tools. However, the existing research has rarely explored the optimal message strategies that different types of anchors should employ. By implementing two online scenario-based experiments and one laboratory experiment, this study investigates the matching effect between anchor type (virtual vs. human) and message assertiveness (assertive vs. non-assertive) on purchase intention, unveiling the distinct arousal mechanisms underlying these effects. The results indicate that the interaction between the anchor type and message assertiveness positively influences purchase intention, mediated by two emotional responses: excitement and relaxation. Specifically, virtual anchors that use assertive messages evoke higher levels of excitement among consumers, thereby increasing purchase intention. Conversely, human anchors that employ non-assertive messages induce greater relaxation, leading to increased purchase intention. These findings add to the literature on live marketing and AI-driven marketing communications. Additionally, they offer practical guidance for optimizing message strategies tailored to virtual and human anchors, thereby advancing the strategic design of live-streaming marketing campaigns.