More Realistic, More Better? How Anthropomorphic Images of Virtual Influencers Impact the Purchase Intentions of Consumers

A growing number of enterprises are using virtual influencers on livestreaming e-commerce platforms to extend the duration for which live streamers stay online. This article uses the uncanny valley phenomenon to investigate the effects of the level of anthropomorphization of images of virtual influe...

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Main Authors: Siyu Pan, Zhouyao Qin, Yiwei Zhang
Format: Article
Language:English
Published: MDPI AG 2024-11-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
Online Access:https://www.mdpi.com/0718-1876/19/4/157
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author Siyu Pan
Zhouyao Qin
Yiwei Zhang
author_facet Siyu Pan
Zhouyao Qin
Yiwei Zhang
author_sort Siyu Pan
collection DOAJ
description A growing number of enterprises are using virtual influencers on livestreaming e-commerce platforms to extend the duration for which live streamers stay online. This article uses the uncanny valley phenomenon to investigate the effects of the level of anthropomorphization of images of virtual influencers on the purchase intention of consumers. We divided the images of virtual influencers into three categories according to their level of anthropomorphization: cartoon images (low), medium-realistic images (medium), and hyper-realistic images (high). We identified a U-shaped relationship between the level of anthropomorphization of images of virtual influencers and consumers’ purchase intention. Virtual influencers represented by cartoon images and hyper-realistic images enhanced the purchase intentions of consumers, while streamers with medium-realistic images reduced them. Algorithmic aversion was found to play a mediating role in this relation. In addition, self-efficacy had an inhibitory effect on the inverted U-shaped relationship between the anthropomorphism of the image of the virtual influencer and algorithmic aversion. When the virtual influencer had a medium-realistic image, consumers exhibited the strongest algorithmic aversion, the lowest purchase intention, and the most significant inhibition in self-efficacy. This work provides guidance for designing images of virtual influencers for marketing-related activities on livestreaming e-commerce platforms.
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spelling doaj-art-b73b0136b7004dec89e9674bf7d74bb82024-12-27T14:34:30ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762024-11-011943229325210.3390/jtaer19040157More Realistic, More Better? How Anthropomorphic Images of Virtual Influencers Impact the Purchase Intentions of ConsumersSiyu Pan0Zhouyao Qin1Yiwei Zhang2School of Business, Guangxi University, Nanning 530004, ChinaSchool of Business, Guangxi University, Nanning 530004, ChinaSchool of Business, Guangxi University, Nanning 530004, ChinaA growing number of enterprises are using virtual influencers on livestreaming e-commerce platforms to extend the duration for which live streamers stay online. This article uses the uncanny valley phenomenon to investigate the effects of the level of anthropomorphization of images of virtual influencers on the purchase intention of consumers. We divided the images of virtual influencers into three categories according to their level of anthropomorphization: cartoon images (low), medium-realistic images (medium), and hyper-realistic images (high). We identified a U-shaped relationship between the level of anthropomorphization of images of virtual influencers and consumers’ purchase intention. Virtual influencers represented by cartoon images and hyper-realistic images enhanced the purchase intentions of consumers, while streamers with medium-realistic images reduced them. Algorithmic aversion was found to play a mediating role in this relation. In addition, self-efficacy had an inhibitory effect on the inverted U-shaped relationship between the anthropomorphism of the image of the virtual influencer and algorithmic aversion. When the virtual influencer had a medium-realistic image, consumers exhibited the strongest algorithmic aversion, the lowest purchase intention, and the most significant inhibition in self-efficacy. This work provides guidance for designing images of virtual influencers for marketing-related activities on livestreaming e-commerce platforms.https://www.mdpi.com/0718-1876/19/4/157virtual influencersimage anthropomorphismalgorithmic aversionself-efficacyconsumer purchase intention
spellingShingle Siyu Pan
Zhouyao Qin
Yiwei Zhang
More Realistic, More Better? How Anthropomorphic Images of Virtual Influencers Impact the Purchase Intentions of Consumers
Journal of Theoretical and Applied Electronic Commerce Research
virtual influencers
image anthropomorphism
algorithmic aversion
self-efficacy
consumer purchase intention
title More Realistic, More Better? How Anthropomorphic Images of Virtual Influencers Impact the Purchase Intentions of Consumers
title_full More Realistic, More Better? How Anthropomorphic Images of Virtual Influencers Impact the Purchase Intentions of Consumers
title_fullStr More Realistic, More Better? How Anthropomorphic Images of Virtual Influencers Impact the Purchase Intentions of Consumers
title_full_unstemmed More Realistic, More Better? How Anthropomorphic Images of Virtual Influencers Impact the Purchase Intentions of Consumers
title_short More Realistic, More Better? How Anthropomorphic Images of Virtual Influencers Impact the Purchase Intentions of Consumers
title_sort more realistic more better how anthropomorphic images of virtual influencers impact the purchase intentions of consumers
topic virtual influencers
image anthropomorphism
algorithmic aversion
self-efficacy
consumer purchase intention
url https://www.mdpi.com/0718-1876/19/4/157
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