The digital transformation of retail has profoundly influenced consumer behaviour, with virtual anchors playing a pivotal role. These anchors are increasingly employed to provide personalised shopping experiences. This study examines the impact of virtual anchors on online purchasing behaviour, utilising the SOR model. Data collected from 98 respondents is primarily analysed through SEM, revealing that the characteristics of virtual anchors enhance credibility and attractiveness, fostering greater interactivity. This, in turn, leads to enhance consumer engagement and purchase intention. Additionally, the flow experience within these relationships underscores the significance of immersive shopping environments. The study offers valuable insights for enhancing digital marketing strategies by integrating virtual anchors to improve customer engagement and boost sales for firms.