The influences of aura and anthropomorphism of virtual humans on perceived interactivity and purchase intention

Juran Kim and Joonheui Bae

Journal of Global Scholars of Marketing Science, 2025, vol. 35, issue 2, 162-179

Abstract: The purpose of study is to clarify the concepts of aura and anthropomorphism in digital humans and examine their effects on perceived interactivity as well as the effects of perceived interactivity on attitude, and purchase intentions. We recruited 297 South Korean virtual human users to participate in a survey. Participants were asked whether they had prior experience with digital humans prior to participating in the survey. The findings clarify the concepts of anthropomorphism in virtual humans and support the association of aura on perceived interactivity and of anthropomorphism on attitude toward virtual humans. This study contributes to virtual human marketing by clarifying the concept of aura and anthropomorphism and articulating their effects on perceived interactivity, attitude and purchase intentions. This study addresses innovative theoretical and practical issues related to the impacts of aura and anthropomorphism on perceived interactivity in the virtual human context, offering new insights into virtual humans in marketing.

Date: 2025
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DOI: 10.1080/21639159.2025.2458860

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