The Effect of Virtual Fashion Influencers' Presence on Purchase Intention: A Moderated Mediation Model of Attractiveness

Abstract

Virtual fashion influencers are more realistic and influential than previous virtual humans. They have a large following on social media and set the fashion trends. This study examined how the presence of virtual fashion influencers affects the buying intentions of consumers who are aware of them but have not interacted with them. The online survey was conducted with 398 Vietnamese people aged 20 to 25 who use social media or read about virtual influencers in newspapers. The data was processed using SmartPLS 4.1.0.0. The findings showed that the physical presence of virtual fashion influencers increased their appeal, while the social presence enhanced their friendliness and trustworthiness. The study also explored how the attractiveness of virtual influencers influenced consumers’ purchase intention in the virtual fashion endorsement scenario. The study offers useful implications for marketers and brands who want to use virtual influencers for their marketing purposes.