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p-Index From 2021 - 2026
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All Journal Journal of Applied Data Sciences
Wong Chee Hoo
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Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management

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A Study on the Mechanism of Virtual Anchors' Interactivity and Attractiveness Influencing Consumer Trust, Emotional Attitudes, and Purchase Intentions Li Guang Yu; Wong Chee Hoo; Wei Zhi; Christian Wiradendi Wolor; Usep Suhud
Journal of Applied Data Sciences Vol 7, No 2: May 2026
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v7i2.1139

Abstract

This study presents a dual-mediation model examining how the interactivity and appeal of virtual streamers affect consumers' purchase intentions. The model is anchored in the "Stimulus-Organism-Response" (S-O-R) framework, seeking to clarify and compare the efficacy of two distinct psychological pathways: cognitive, mediated by perceived trust, and affective, mediated by emotional attitude. A survey of 515 Chinese consumers with prior exposure to virtual streamer e-commerce livestreams was conducted, with the model tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings demonstrate that both interactivity and appeal significantly increase perceived trust and cultivate positive emotional attitudes. Notably, the direct effect of perceived trust on purchase intention is more potent than that of emotional attitude. Intermediary analysis further confirms that both paths are important intermediaries, and the trust intermediary path consistently exerts stronger influence. These results show that in the context of AI-driven virtual anchors, the cognitive-based trust path is more influential than the emotional-based path. By comparing these two paths, this study has improved our theoretical understanding of virtual persuasion and provided a new contribution. In fact, this study puts forward a strategy of "trust first, emotional strengthening" for marketers who use virtual anchors. Future research should investigate the cross-cultural applicability of these findings and the moderating effect of product categories.
A Study on the Mechanism of Virtual Anchors' Interactivity and Attractiveness Influencing Consumer Trust, Emotional Attitudes, and Purchase Intentions Li Guang Yu; Wong Chee Hoo; Wei Zhi; Christian Wiradendi Wolor; Usep Suhud
Journal of Applied Data Sciences Vol 7, No 2: May 2026
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v7i2.1139

Abstract

This study presents a dual-mediation model examining how the interactivity and appeal of virtual streamers affect consumers' purchase intentions. The model is anchored in the "Stimulus-Organism-Response" (S-O-R) framework, seeking to clarify and compare the efficacy of two distinct psychological pathways: cognitive, mediated by perceived trust, and affective, mediated by emotional attitude. A survey of 515 Chinese consumers with prior exposure to virtual streamer e-commerce livestreams was conducted, with the model tested using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings demonstrate that both interactivity and appeal significantly increase perceived trust and cultivate positive emotional attitudes. Notably, the direct effect of perceived trust on purchase intention is more potent than that of emotional attitude. Intermediary analysis further confirms that both paths are important intermediaries, and the trust intermediary path consistently exerts stronger influence. These results show that in the context of AI-driven virtual anchors, the cognitive-based trust path is more influential than the emotional-based path. By comparing these two paths, this study has improved our theoretical understanding of virtual persuasion and provided a new contribution. In fact, this study puts forward a strategy of "trust first, emotional strengthening" for marketers who use virtual anchors. Future research should investigate the cross-cultural applicability of these findings and the moderating effect of product categories.
Analyzing the Impact of Social Media Advertising on Consumer Interactions, Trust, and Purchase Intentions in the Cosmetics and Personal Care Sector Loo Shu Yee; Wong Chee Hoo; Christian Wiradendi Wolor; Syarifah Mastura Syed Abu Bakar; Ahmad Nurkhin
Journal of Applied Data Sciences Vol 6, No 3: September 2025
Publisher : Bright Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47738/jads.v6i3.669

Abstract

This study analyses the influence of social media advertisements on consumer purchasing intentions within Malaysia's cosmetics and personal care sector, highlighting the significance of interactivity, informativeness, and trust. Considering the growing prevalence of social media in marketing, comprehending how these elements affect consumer choices is crucial for enhancing digital advertising strategies.  This research utilises a quantitative approach to evaluate consumer behaviour. Data were gathered from 384 Malaysian consumers aged 18 and older who actively interact with cosmetic and personal care brands on social media using online survey. The research employed descriptive analysis, reliability and validity assessments, and hypothesis testing to investigate the relationships among principal variables.  Research demonstrates that informativeness and trust in social media advertisements substantially increase purchase intentions, with trust acting as a vital mediator. Although interactivity enhances trust, it does not directly affect purchase intention, indicating that its influence may be contingent upon contextual variables. These findings underscore the imperative for brands to deliver transparent, reliable, and informative content to enhance consumer trust and stimulate purchasing behaviour. The study's originality is rooted in its examination of the Malaysian cosmetics and personal care market, providing practical insights for marketers to enhance social media advertising strategies. The research underscores trust as a pivotal factor, offering essential insights for brands aiming to improve their digital engagement. This study enhances the existing literature on digital marketing in emerging markets, providing practical insights for businesses seeking to improve their social media efficacy in Malaysia.
Co-Authors Ahmad Nurkhin Christian Wiradendi Wolor Li Guang Yu Loo Shu Yee Syarifah Mastura Syed Abu Bakar Usep Suhud Wei Zhi