Exploring The Effects of Virtual Entertainers versus Human Entertainers on Consumer Purchase Intention of Music and The Products They Endorse as Influencers

Abstract

The increasing prominence of virtual entertainers (VEs) in digital marketing has generated considerable interest in their effectiveness in influencing consumer behavior, particularly in comparison to human entertainers (HEs). This study investigates whether VEs can perform as effectively as HEs in driving viewer purchase intentions for entertainment products, such as music, and the products they endorse as influencers. Grounded in Persuasion Theory and Social Influence Theory, this research examines the roles of physical attractiveness (PAT), social attractiveness (SAT), attitude homophily (ATH), and trustworthiness (TWN) in shaping consumers’ behavioral intentions. A simulated lab experiment and survey research were conducted with participants who were exposed to two Korean-pop (K-pop) music groups (one with VEs and the other with HEs), followed by survey data collection, yielding 381 complete responses, which were analyzed using SmartPLS 4.0. The results reveal that PAT and SAT significantly influence TWN across both VE and HE models, while ATH only enhances TWN in the HE model. TWN was found to be significantly associated with the purchase intention of music (PIM) in both groups, with emotional arousal (EMR) moderating this relationship. However, the direct effect of TWN on the purchase intention of endorsed products (PIP) was not supported, demonstrating that the PIM fully mediates the relationship. The Multi-Group Analysis (MGA) identified minimal differences between the VE and HE groups for the hypothesized relationships. This research adds to the existing body of knowledge by expanding the application of Persuasion Theory and Social Influence Theory to both virtual and HEs, providing empirical evidence on the effectiveness of VEs in influencing consumer behavior. The practical implications highlight the potential of VEs as scalable and cost-effective alternatives to HEs in digital marketing strategies, particularly for engaging younger, tech-savvy audiences.