Exploring the Impact of Virtual Influencers on Consumers' Purchase Intention in China: An Investigation of Perceived Source Credibility

Virtual influencers in China are undergoing an accelerated phase of expansion. Many brands cooperate with virtual influencers to promote their products and create their own virtual influencer to represent their brand. It leads a competing with human influencers on Chinese social media platforms. The feature of social media in China such as social commerce gives virtual influencers opportunities to sell promoted products. However, most studies researched how human influencers affect consumers’ purchase intention. There are only a few studies that examined the topic of virtual influencers. Source credibility theory and parasocial interaction were performed in this study to investigate the impact of virtual influencers on purchase intention. Therefore, this study examines how the perceived source credibility of virtual influencers affects purchase intention and how parasocial interaction mediates this relationship. A quantitative study with an online survey design was conducted to answer the research question. The data was collected by distributing a survey on social media and recommendations among people. 150 qualified answers were collected in the study. The results showed that only two factors of source credibility – trustworthiness and attractiveness were fully confirmed and that they positively affect consumers’ purchase intention. Regarding the role of parasocial interaction, the effect of trustworthiness on purchase intention was fully mediated by it while it partially mediates the effects of attractiveness on purchase intention. This study adds to the understanding of the current influencer marketing research field, particularly from the virtual influencers. Knowing why and how virtual influencers can pique customers' interests is becoming more and more important as brands continue to favour them. Besides, this study provides valuable insights for marketers who intend to leverage virtual influencers as promotional agents in their future marketing endeavours.