The Effect of AI Virtual Hosts in Live Streaming and Brand Trust on Consumer Purchase Intention

This dataset contains the survey data and processed PLS-SEM project file used in the study “The Effect of AI Virtual Hosts in Live Streaming and Brand Trust on Consumer Purchase Intention.” The dataset includes responses from 400 respondents, including demographic information and responses to the measurement items for AI Live Host, Brand Trust, and Purchase Intention. The accompanying WarpPLS 8.0 project file contains the processed data and analyses used to evaluate the measurement and structural models. These files are provided to support the transparency and reproducibility of the research findings.本数据集包含研究《直播场景下AI虚拟主播与品牌信任对消费者购买意愿的影响》（The Effect of AI Virtual Hosts in Live Streaming and Brand Trust on Consumer Purchase Intention）所使用的调研数据与经处理的偏最小二乘结构方程模型（PLS-SEM）项目文件。本数据集涵盖400名受访者的调研作答数据，其中包含人口统计信息，以及针对AI虚拟主播（AI Live Host）、品牌信任（Brand Trust）与购买意愿（Purchase Intention）的测量题项作答结果。配套的WarpPLS 8.0项目文件包含用于评估测量模型与结构模型的已处理数据及分析结果。提供上述文件旨在保障研究结果的可透明性与可复现性。