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https://doi.org/10.62836/jissh.v3i3.0024
Zheng, H. (2026). A Study on the Differential Impacts of AI Virtual Anchors on Public Emotions on the Douyin Platform. Journal of Integrated Social Sciences and Humanities, 3(3), 0024. https://doi.org/10.62836/jissh.v3i3.0024
Volume 3, Issue 3, 2026

A Study on the Differential Impacts of AI Virtual Anchors on Public Emotions on the Douyin Platform

Against the backdrop of deep integration between generative artificial intelligence (AIGC) and the short-video and live-streaming ecosystem, AI virtual anchors have become a typical large-scale application on the Douyin platform, exerting multi-layered, differentiated impacts on public emotions in scenarios such as emotional companionship, live-streaming e-commerce, and content broadcasting. Existing studies mostly rely on experiments or questionnaires for empirical analysis. At the same time, relatively little attention has been paid to analyzing the real platform ecosystem and the texts, behaviors, and communication effects of typical bloggers. Based on secondary data, including Douyin’s Virtual Human Ecosystem White Paper and industry reports, combined with typical cases of two mainstream types of AI virtual anchors on the platform—emotional companionship-oriented and e-commerce livestreaming-oriented—this paper analyzes dimensions such as content characteristics, interaction modes, and user feedback. It explores the mechanisms and differential manifestations of how different types of virtual anchors affect public emotions. The study finds that emotionally companion-oriented AI virtual anchors, which rely on low-pressure interaction and all-day companionship features, exhibit significant emotional soothing effects on young people and groups with high loneliness. In contrast, e-commerce livestreaming-oriented AI virtual anchors, operating under standardized scripts and intense marketing stimulation, are more likely to trigger fluctuations in user trust, emotional consumption, and post-purchase negative emotions. Differences in user age, usage motivation, and social needs further amplify differences in emotional perception. Starting from the real-world platform ecosystem, this paper provides case-study insights into the emotional communication logic of AI virtual anchors. Also, it offers valuable references for platform content governance and the standardized development of the industry.

AI virtual anchors emotional communication Douyin virtual digital humans live-streaming ecosystem

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Supporting Agencies

  1. Funding: This research received no external funding.