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Although companies are investing more in avatars to improve interactivity and engage their customers better, the effectiveness of avatars in online markets needs more evidences. This study explores the influence mechanism of anthropomorphism on consumers' willingness to accept virtual live streamers, grounded in social identity theory and construal levels theory. Three research hypotheses were formulated and tested through an online scenario experiment employing a 2 (high anthropomorphism vs. low anthropomorphism) and 2 (utilitarian products vs. hedonic products) between-subjects design (N = 214). The results reveal that anthropomorphism positively influences consumers' willingness to accept virtual live streamers. This effect is mediated through the chain mediation effects of psychological distance and trust (effect = 0.181, 95% confidence interval = [0.075, 0.299]). Additionally, product type serves as a moderator in this process. Specifically, the mediation is significant for utilitarian products (effect = 0.410, 95% confidence interval = [0.203, 0.604]) but not for hedonic products (effect = 0.102, 95% confidence interval = [-0.106, 0.310]). These findings contribute to understanding the effectiveness of avatar marketing in live streaming commerce, specifically consumers' willingness to accept virtual live streamers, and enrich the literature on anthropomorphism in online marketplaces. Furthermore, they assist live streaming commerce operators in developing effective anthropomorphism strategies to enhance the utilization efficiency of virtual live streamers. • Anthropomorphism positively influences consumers' willingness to accept virtual live streamers. • Psychological distance and trust form a chain mediation effect. • Product type plays a crucial moderator, the mediation is significant for utilitarian products but not for hedonic products. • Aid operators in developing anthropomorphism strategies to optimize the efficiency of using virtual live streamers. [ABSTRACT FROM AUTHOR]