Proceedings of the 2024 4th International Conference on Social Development and Media Communication (SDMC 2024)

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How Anthropomorphic Features of Virtual Influencers Affect Generation Z Purchase Intentions Through Credibility

Authors
Wenxi Weng1, *
1Beijing Normal University - Hong Kong Baptist University United International College, Zhuhai, China
*Corresponding author. Email: r130024250@mail.uic.edu.cn
Corresponding Author
Wenxi Weng
Available Online 17 December 2024.
DOI
10.2991/978-2-38476-327-6_7How to use a DOI?
Keywords
Source credibility; Virtual influencer; Anthropomorphism; Purchase intension; Generation Z
Abstract

Nowadays, virtual images are widely used in film making, entertainment, social media as well as advertising and marketing. This article focuses on how the anthropomorphic features of virtual influencers affect purchase intentions of consumer, and explores the mediating effect of perceived credibility in this context. This empirical study reveals that the anthropomorphic characteristics of virtual influencers have a positive effect on Generation Z and can enhance purchase intention through the mediating effect of perceived credibility. This study filled a gap in research on age-specific consumer attitudes towards virtual influencers and enriches theories on consumer purchasing behaviour, inspiring companies that virtual influencers offer cost-effective, continuous marketing solutions, by tailoring their appearance and personality to different scenarios, they enhance credibility and influence consumer decisions. Additionally, virtual influencers foster brand loyalty and cultural connection, especially among Generation Z, by aligning with consumers’ identities and emotions.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2024 4th International Conference on Social Development and Media Communication (SDMC 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
17 December 2024
ISBN
978-2-38476-327-6
ISSN
2352-5398
DOI
10.2991/978-2-38476-327-6_7How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Wenxi Weng
PY  - 2024
DA  - 2024/12/17
TI  - How Anthropomorphic Features of Virtual Influencers Affect Generation Z Purchase Intentions Through Credibility
BT  - Proceedings of the 2024 4th International Conference on Social Development and Media Communication (SDMC 2024)
PB  - Atlantis Press
SP  - 55
EP  - 61
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-327-6_7
DO  - 10.2991/978-2-38476-327-6_7
ID  - Weng2024
ER  -