An Exploration of the Influencing Factors of Virtual Influencers on Consumers' Purchase Intentions
DOI:
https://doi.org/10.62486/agma2025327Keywords:
Virtual Influencers (VIs), Artificial Intelligence (AI), Purchase Intention, Consumers, Attractiveness, Entertainment ValueAbstract
Introduction: In the developing landscape of digital marketing, virtual influencers’ (VIs) computer-generated features powered by artificial intelligence (AI) are reshaping the way brands connect with consumers. As these digital personas gain traction on social media platforms, their potential to influence consumer behavior, particularly purchase intention (PI), is becoming increasingly relevant. Despite their growing popularity, there remains limited empirical research on the factors that drive consumer responses to VIs.
Objective: This research explores the key attributes of Vis such as credibility, informative value (IV), human-likeness (HL), attractiveness, and entertainment value that influence consumer engagement (CE), and PI.
Method: Using a structured questionnaire, data were collected from 523 social media users who had prior exposure to VIs. The data was examined using a structural equation model (SEM) and statistical methods, including Reliability analysis, Descriptive statistics, and Confirmatory Factor Analysis (CFA).
Result: The results from the SEM revealed that perceived credibility (PC) (β = 0.41, p< 0.001) had the strongest positive impact on CE, which significantly influenced PI. IV and HL also positively contributed to engagement. While attractiveness and entertainment value (A&EV) significantly affected consumer engagement, they had no direct effect on PI.
Conclusion: This research enriches AI-driven influencer marketing literature by providing theoretical insights and actionable implications, guiding brands toward evidence-based strategies. It establishes a foundation for leveraging VIs more effectively in modern, data-informed marketing and CE campaigns.
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