<p>Despite the growing popularity of virtual live streaming, limited research has explored how the alignment between a virtual anchor’s traits and a brand’s image affects consumer outcomes. In this study, we conduct three lab experiments to examine the effect of matching the virtual anchor’s appearance, voice, and language style with a brand’s image on consumer purchase intention. We identify two key mediators—processing fluency and perceived affinity—that explain how this alignment influences purchase intention. Our findings show that both the fit between the virtual anchor’s appearance and the brand image, as well as the fit between the anchor’s voice and the brand image, positively affect consumers’ purchase intention. When it comes to language style, figurative language increases purchase intentions for brands perceived as warm, while literal language does not enhance purchase intentions for brands perceived as competent. Additionally, processing fluency and perceived affinity mediate the relationship between virtual anchor appearance-brand image fit and consumer purchase intention. Specifically, processing fluency mediates the effect of the fit between the anchor’s voice and brand image on purchase intention, while perceived affinity plays a moderating mediating role between the warm and competent brand images. Perceived affinity also mediates the effect of language style fit on purchase intention, while processing fluency does not serve as a mediator in this context.</p>