Human and Non-human virtual influencers: Exploring their influence on consumer’s perceptions, attitudes and behavioural intentions

Abstract

With the rise of virtual influencers, yet research on the impact of different VI types, Human Virtual Influencers and Non-Human Virtual Influencers on consumer behaviour, remains limited. This study seeks to address this gap by examineing how exposure to HVIs and NHVIs shape consumer’s perceptions, attitudes, and behavioural intentions. The proposed model includes key independent variables such as perceived human likeness, attractiveness, credibility, anthropomorphism, and parasocial relationships. These factors influence mediating variables, including attitudes toward the virtual influencer and attitudes toward the brand, which subsequently lead to behavioural outcomes such as purchase intention and brand engagement – the dependent variables of this research. A quantitative approach was employed, collecting data from 306 young consumers in Ho Chi Minh City, Vietnam, and analyzing the results using Partial Least Squares Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA). The results indicate that credibility and human-likeness are the most influential factors on the attitudes, with ATB having a stronger effect on behavioral outcomes than ATVI. Multi-group analysis reveals that in the HVIs context, perceived credibility and attractiveness have a stronger influence, while in the NHVIs context, perceived human-likeness and anthropomorphism are more influenced. This study contributes to both marketing theory and practice, offering insights for businesses in selecting the appropriate type of VI based on campaign objectives. It also suggests future research directions involving more interactive and diverse forms of virtual influencers