More Realistic, More Better? How Anthropomorphic Images of Virtual Influencers Impact the Purchase Intentions of Consumers

Journal of theoretical and applied electronic commerce research, Год журнала: 2024, Номер 19(4), С. 3229 - 3252

Опубликована: Ноя. 22, 2024

A growing number of enterprises are using virtual influencers on livestreaming e-commerce platforms to extend the duration for which live streamers stay online. This article uses uncanny valley phenomenon investigate effects level anthropomorphization images purchase intention consumers. We divided into three categories according their anthropomorphization: cartoon (low), medium-realistic (medium), and hyper-realistic (high). identified a U-shaped relationship between consumers’ intention. Virtual represented by enhanced intentions consumers, while with reduced them. Algorithmic aversion was found play mediating role in this relation. In addition, self-efficacy had an inhibitory effect inverted anthropomorphism image influencer algorithmic aversion. When image, consumers exhibited strongest aversion, lowest intention, most significant inhibition self-efficacy. work provides guidance designing marketing-related activities platforms.

Язык: Английский

---

How can I trust you if you’re fake? Understanding human-like virtual influencer credibility and the role of textual social cues

Journal of Research in Interactive Marketing, Год журнала: 2024, Номер unknown

Опубликована: Окт. 18, 2024

Purpose This study explores the influence of textual social cues on virtual influencers' perceived attractiveness, homophily and credibility, their impact consumers' purchase intentions. The moderating role anthropomorphism is also assessed. Design/methodology/approach A randomized between-subjects experiment with 265 participants (134 low cue/131 high cue) was conducted. Participants viewed a fictional influencer’s media profile post, then completed survey. Partial least squares structural equation modeling (PLS-SEM) analysis used to examine effects attitude homophily, credibility intention as well anthropomorphism. Findings found that directly attractiveness which significantly influencer credibility. Credibility, in turn, strongly predicted intention. Practical implications Incorporating into create likable persona can help overcome novelty effect build lasting relationships followers. Marketers should use cues, like emojis self-disclosure, enhance marketing effectiveness select influencers aligned target audience. Originality/value among first explore influencers, extending source model information processing theory context.

Язык: Английский

---

Framework for adoption of generative AI for information search of retail products and services

International Journal of Retail & Distribution Management, Год журнала: 2024, Номер unknown

Опубликована: Ноя. 5, 2024

Purpose Generative artificial intelligence (GAI) can disrupt how consumers search for information on retail products/services online by reducing overload. However, the risk associated with GAI is high, and its widespread adoption product/service purposes uncertain. This study examined psychological drivers that impact consumer of platforms search. Design/methodology/approach We conducted 31 in-depth, semi-structured interviews lead users regarding The data were analysed using a grounded theory paradigm thematic analysis. Findings Results show experience uncertainty about GAI’s functioning. Their trust in impacts usage this technology provides unique settings to investigate potential additional factors, leveraging UTAUT as theoretical basis. identified three overarching themes – characteristics, readiness characteristics possible adoption. Originality/value Consumers seek exhaustive reliable purchase decisions. Due abundance information, they reduce overload providing synthesized customized results. reliability, trustworthiness accuracy have been questioned. functioning opaque; popular model such general unlikely explain totality GAI. Hence, research context. It identifies determinants/antecedents relevant variables develops an integrated conceptual explaining

Язык: Английский

---

Against the Green Schema: How Gen‐AI Negatively Impacts Green Influencer Posts

Psychology and Marketing, Год журнала: 2024, Номер unknown

Опубликована: Ноя. 26, 2024

ABSTRACT The current research examines the impact of using AI‐generated images (vs. real photographs) in social media posts green influencers, by relying on schema congruity theory. Three experimental studies show that compared to photographs, use are less likely receive favorable consumer responses. This effect arises from incongruity between gen‐AI and activated post, which causes a) lower perceived appropriateness a image context, leading b) authenticity post. In attempting counter this negative AI, reason for is ineffective but generated purpose‐built AI aligns with cause fully mitigates observed issue. By identifying explaining specific work extends influencers general marketing. Findings encourage sustainable brands cautiously.

Язык: Английский

---

The Impact of Virtual Streamer Anthropomorphism on Consumer Purchase Intention: Cognitive Trust as a Mediator

Behavioral Sciences, Год журнала: 2024, Номер 14(12), С. 1228 - 1228

Опубликована: Дек. 20, 2024

As an important tool for brand promotion and marketing, the status of virtual streamers is gradually improving, especially in Chinese market with a huge Internet user base. Virtual streamer anthropomorphism has become research content field consumer behavior. However, specific mechanism by which multidimensional anthropomorphic characteristics affect trust purchase intention requires further investigation. Therefore, based on avatar theory, this explores how through cognitive trust. The analysis was performed using SPSS 27.0 AMOS 24.0, establishing structural equation model. Through questionnaire data from 503 consumers, it found that behavioral anthropomorphism, emotional all exert notable influence Appearance directly intention, significant impact intention. Moreover, fully mediates effects partially This study enriches application theory live e-commerce provides theoretical backing development enterprise marketing strategies. It also offers practical insights to help brands optimize improve participation conversion rates.

Язык: Английский

---

A systematic literature review of virtual idol from the perspective of the business role ecosystem

Internet Research, Год журнала: 2025, Номер unknown

Опубликована: Янв. 2, 2025

Purpose Virtual idols have entered the golden period as main form of future digital people. However, existing studies only focus on a single idol type and partial role relationships related to virtual idols, lacking synthesized insights. To address these gaps, this paper summarizes different types all achieve comprehensive literature review. Design/methodology/approach Based business ecosystem theory, constructs framework for from two subsystems value co-creation realization. Findings Firstly, we extract common characteristics generalized definition applicable diverse types. Secondly, find that there are commonalities differences in significant application fields. Thirdly, subsystem mainly focuses mechanisms relationship between demanders (RRID). A few idols’ constructions producers (RRPI) phenomena (RRDP). Finally, realization consumer attitudes RRID. tripartite enterprises (RRPT) RRPI. Practical implications This points out implementing directions industry practitioners, gives strategies promote economic realizations emphasizes importance cultural communication. Originality/value discusses theoretical gaps possible research regarding characteristics, applications relationships.

Язык: Английский

---

Virtual personalities, real bonds: anthropomorphised virtual influencers’ impact on trust and engagement

Journal of Consumer Marketing, Год журнала: 2025, Номер unknown

Опубликована: Янв. 7, 2025

Purpose This study aims to understand the relationship among anthropomorphic features, perceived authenticity on customer engagement and electronic word of mouth using integration realism trust theory in context virtual influencers (VI). research also investigates moderation brand familiarity both focal aspects (cognitive affective), cues authenticity. Design/methodology/approach A mall-intercept survey approach was used collect responses a structured from 377 respondents India. The proposed model tested structural equation modelling. Findings findings indicate that physical cognitive features influence trust. However, affective is only influenced by Apart this, higher levels VI contribute towards lead sharing mouth. Finally, moderates between emotional Practical implications popularity driving companies redesign their marketing strategies. Due limitations human influencers, are allocating budgets for VI-based it still unclear how consumers perceive as endorser what would be its implications. suggests looking such physical, humanness VI, along with authentic content shared through them instil Once built, will engaged say positive things about VI. Originality/value fills gap examining contributed dimensions further enhancing examined antecedents.

Язык: Английский

---

The Moderating Role of Homophily and Need for Uniqueness in the Relationship Between Anthropomorphism of Virtual Influencer and Intention to Imitate and Word of Mouth

International Journal of Human-Computer Interaction, Год журнала: 2025, Номер unknown, С. 1 - 12

Опубликована: Янв. 10, 2025

With the recent gradual reduction in negative perceptions of virtual influencers (VIs), understanding how consumers perceive VIs' anthropomorphism and its impact on forming consumer relationships is critical for increasing marketing effectiveness. To gain a better form with VIs, this study examined VI characteristics as well personalities. The study's data were collected from sample 266 social media users. results show that VI's positively affected parasocial relationship (PSR). This association was reinforced by homophily, whereas neede uniqueness dampened it. PSR influenced trust, intention to imitate, word-of-mouth (WOM). Moreover, trust imitation WOM. aimed broaden theoretical understanding, specifically consumers' responses which an emerging research area, while providing practical recommendations companies incorporating VIs into their strategies.

Язык: Английский

---

Green influencers and consumers’ decoupling behaviors for parasocial relationships and sustainability. A comparative study between Korea and Vietnam

Journal of Retailing and Consumer Services, Год журнала: 2025, Номер 84, С. 104256 - 104256

Опубликована: Фев. 10, 2025

Язык: Английский

---

Virtual Influencers’ Language Style and Consumer Purchase Intentions

Modern Marketing, Год журнала: 2025, Номер 15(01), С. 54 - 65

Опубликована: Янв. 1, 2025

Язык: Английский

---