가상 인플루언서의 특성이 소비자의 패션 구매의도에 미치는 영향: 신뢰의 매개효과를 중심으로

The effect of virtual influencer characteristics on consumers’ apparel purchase intentions: the mediating role of trust

Purpose: With the continuous progress of artificial intelligence technology, virtual influencer have many advantages compared with real influencer, and more and more cases are being applied in digital marketing field. Therefore, we summarized the literature related to virtual influencer and proposed to construct a model of the influence of virtual influencer characteristics on intention to purchase fashion with trust as a mediating variable. Research design, data, and methodology: An online questionnaire survey was conducted on Chinese consumers who have been exposed to virtual netizens on social media. The collected data were statistically processed and subjected to frequency analysis, exploratory factor analysis, confidence analysis, correlation analysis and regression analysis using SPSS 26.0. Results: The analysis results show that. First, virtual influencer are classified as charisma, attractiveness, authenticity and professionalism according to the characteristics of fashion consumers. Second, virtual influencers’ charisma, attractiveness, authenticity and professionalism all have a positive effect on purchase intention. Third, virtual influencers’ charisma, attractiveness, authenticity and professionalism all have a positive effect on trust. Fourth, trust has a mediating role between virtual influencer characteristics and purchase There is a mediating role between virtual weblebrity characteristics and purchase intention. Implications: The results of this study can be used as a reference for research on virtual influencers and consumers’ willingness to buy clothing. At the same time, it also provides inspiration for enterprises to formulate virtual influencer's marketing.