Currently,the application of virtual You Tuber to drive the purchasing behavior of consumers has become a research hotspot.By using the grounded theory,this paper abstracts four core categories of functional availability,perceptual availability,cognitive availability,and physical availability from the collected data of Fan reviews on the main Vtubers of Tiktok,which are identical to the four dimensions of digital availability.Based on the SOR theory,the results show that the functional availability provides the realistic possibilities for consumer's purchasing behav-ior,the perceptual availability promotes consumer's latent purchasing behavior,the cognitive availability acts as a trust catalyze for consumer's purchase behavior psychologically,and the physical availability satisfies consumer purchasing behavior immediately.The attractiveness of Vtubers and the commodity sales situation of live broadcast can be used to quantify the effect of the Virtual You tuber model on consumer purchasing behavior,hence a primary index to construct a set of effectiveness evaluation systems covering 9 secondary indicators.Finally,to improve the drive of Virtual You Tuber on consumer purchasing behavior,it is also necessary to enhance consumers'value rec-ognition of Vtubers,seize opportunities for new technology empowerment to Vtuber teams,give considerations to both product selection and after-sales service,avoid crises of confidence,and to prioritize development with appro-priate governance.
Virtual You Tuberconsumer purchasing behaviordigital availabilityeffectiveness evaluation sys-temdevelopment priority
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