Research on the Effect of Brand Virtual Influencers on Consumers’ Purchase Intention

Guangjin Su ()
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Guangjin Su: Northumbria University

Chapter 6 in Celebrity, Social Media Influencers and Brand Performance, 2024, pp 105-132 from Springer

Abstract: Abstract Today, brand endorsements are becoming more diverse, and innovative methods are continually being used to enhance brand awareness and experience, thereby enhancing consumer interest in purchasing. In the intelligent age, brands are utilizing more and more virtual influencers to enhance their brands’ value. This research study explores the impact of brand virtual influencers on consumer behavior. The data was collected from 486 Chinese consumers via an online questionnaire. The questionnaire consisted of screening questions and measurement items related to constructs such as attractiveness, interactivity, relevance, popularity, perceived utilitarian value, perceived hedonic value, and purchase intention. The study results indicate that attractiveness, interactivity, relevance, and popularity are important factors in shaping consumers’ perceived value of brand virtual influencers. However, these factors indirectly influence purchase intention through their impact on perceived utilitarian and hedonic values. The study highlights the significance of utilitarian and hedonic values in driving consumers’ purchase intentions. Marketers can leverage the positive impact of virtual influencers’ characteristics to enhance consumers’ purchase intention and perceived value.

Keywords: Brand virtual influencers; Perceived utilitarian value; Perceived hedonic value; Purchase intention (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-63516-8_6

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DOI: 10.1007/978-3-031-63516-8_6

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