Articlegold2022

The Influence of Virtual Idol Characteristics on Consumers’ Clothing Purchase Intention

51 citations0/0 files storedSustainability

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Consumer Perception and Purchasing Behavior

Abstract

In the context of a company actively using virtual idols to carry out marketing activities, it is very important to help the company understand the key factors affecting consumer purchase intention. In total, 459 eligible responses were collected via an online questionnaire survey. The psychometric properties of the model were examined by factor analysis, and the multiple regression method was applied to test the hypotheses. This paper empirically analyzes the influence of virtual idol characteristics on consumers’ willingness to buy brand clothing, with consumers’ attitudes as intermediary variables and clients’ involvement in virtual idolatry and adult playfulness as adjusting variables. A quasi-replication study method using both MRA and fsQCA found that the popularity, homogeneity, relevance and anthropomorphism of virtual idols enhance customers’ willingness to buy from big to small. Among them, attitude plays an intermediary role in the influence of popularity on purchase intention, and plays a complete intermediary role in the influence of relevance and homogeneity over purchase intention; consumer idolatry involvement positively regulates the relationship between professionalism, relevance and attitude; consumers’ adult playfulness positively regulates the relationship between popularity and consumer attitude. Finally, from the perspective of improving attitude and purchase intention, we provide suggestions for virtual idol creation applicable by operation teams and clothing brand companies.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 51 citations exist upstream.

References

2008Redesigning Social Inquiry 2019The future of social media in marketing 2019Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit 2007Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products 2006Direct and indirect effects of self-image congruence on brand loyalty 2021Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations 2021Almost human? A comparative case study on the social media presence of virtual influencers 2019YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise

Cited by

2023Making Sense? The Sensory-Specific Nature of Virtual Influencer Effectiveness 2024Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance 2023Virtual influencers as an emerging marketing theory: A systematic literature review 2025How Collectivism and Virtual Idol Characteristics Influence Purchase Intentions: A Dual-Mediation Model of Parasocial Interaction and Flow Experience

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.