The Impact of Virtual Influencer Attributes in Communication on Gen Z's Purchase Intention in Ho Chi Minh City

Abstract:

The use of virtual influencers has emerged as a novel trend in communication because of their appearance, behavior, and interactive capabilities of real influencers. This study investigates the impact of virtual influencer attributes on purchase intention, employing a survey of 237 Gen Z participants in HCMC. A quantitative research approach is utilized, incorporating PLS-SEM for analysis. The findings confirm nine hypotheses, with significant factors identified among the independent variables, including Attitude Homophily, Physical Attractiveness, Social Attractiveness, and Personification. Mediating variables such as Trustworthiness and Social Presence, along with the dependent variable Purchase Intention, also demonstrate meaningful relationships. Based on these results, the study provides recommendations for businesses in the FMCG sector to develop innovative communication strategies, leveraging virtual influencers to enhance purchase intention effectively.