The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Effect of Consumers' Perception of Similarity Toward Virtual Influencer on Purchase Intention Through Emotional Bond

가상 인플루언서에 대한 소비자의 유사성 지각이 정서적 유대감을 통해 구매의도에 미치는 영향

  • Received : 2021.11.30
  • Accepted : 2022.04.22
  • Published : 2022.06.30
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Abstract

Purpose To verify the factors that encourage consumers' favorable reaction toward virtual influencer, we proposed consumers' perception of subjective and objective similarity. The purpose of this study is to comprehensively investigate the impacts of consumers' perception toward virtual influencer on purchase intention through psychological distance and parasocial relationship. Design/methodology/approach This study was designed to examine the structural relationships among consumers' perceived external similarity, internal similarity, controllability, animacy toward virtual influencer, psychological distance, parasocial relationship and purchase intention. Findings The results are as follows. First, perceived external similarity, internal similarity, perceived controllability, and animacy had a positive impact on psychological distance. Second, psychological distance had a positive impact on parasocial relationship, whereas it had no significant impact on purchase intention. However, we found that the relation between psychological distance and purchase intention was mediated by parasocial relationship. Lastly, parasocial relationship had a positive impact on purchase intention. Based on these results, this study can propose the way to generate revenue to companies that consider advertising campaign using virtual influencer.

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References

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