Virtual Influencers and Consumer Purchase Behavior : Dual Mechanisms of Rational Cognition and Emotional Impulse

다국어 초록 (Multilingual Abstract)

With the rapid development of AI and digital media, virtual influencers have emerged as key marketing agents, reshaping how consumers access information and make purchase decisions. In technology-mediated contexts, consumer behavior is driven not only by rational evaluation but also by the interplay of cognitive and emotional responses. Particularly under high anthropomorphism and interactive engagement, emotional factors critically shape impulsive buying. However, existing research largely focuses on technology adoption or single-factor analyses, with limited attention to emotional mechanisms in virtual impulsive consumption.
To address this gap, this study investigates consumers’ impulsive buying behavior in the context of virtual influencers by integrating the Stimulus–Organism–Response （SOR） framework, perceived value theory, theory of mind, and emotion theory. Empirical analyses are then conducted to test the proposed mechanisms.
From a cognitive perspective, this study first examines the effects of presence and engagement on perceived value and their subsequent influence on purchase intention. The results indicate that both presence and engagement significantly enhance perceived value, which in turn positively affects purchase intention. These findings suggest that consumers in virtual environments still form purchase intentions based on rational evaluation processes.
Building on this, the study further explores the role of emotional factors in impulsive buying behavior. The results show that virtual influencers significantly promote consumers’ impulsive buying behavior. Moreover, different types of emotions exert distinct moderating effects: appearance anxiety and technology anxiety weaken the relationship between virtual influencers and impulsive buying, whereas social anxiety and fear of missing out （FoMO） strengthen this relationship. This indicates that emotional states not only influence consumer decision-making but also determine the extent to which purchase intention is translated into immediate purchasing behavior.
Overall, this study provides a systematic understanding of the psychological mechanisms underlying impulsive buying in virtual influencer contexts, highlighting the critical role of emotional factors. It extends the application of psychological theories in emerging digital environments and offers practical insights for marketers to develop more effective strategies by considering both consumers’ cognitive evaluations and emotional states.

목차 (Table of Contents)

• CHAPTER 1. INTRODUCTION 1
• 1.1 Research Background 1
• 1.2 Research Questions 5
• 1.3 Research Objectives 9
• 1.4 Research Content and Methods 13
• 1.4.1 Research Content 13
• 1.4.2 Research Methods 14
• 1.5 Research Contributions and Innovations 19
• CHAPTER 2. THEORETICAL FOUNDATIONS AND LITERATURE REVIEW 24
• 2.1 Research Progress on Virtual Influencers 24
• 2.1.1 Concept and Characteristics of Virtual Influencers 24
• 2.1.2 Major Types of Virtual Influencers 29
• 2.1.3 The Influence of Virtual Influencers 32
• 2.2 Impulsive Buying 35
• 2.2.1 Conceptualization 36
• 2.2.2 Development Trajectory 38
• 2.2.3 Related Research 41
• 2.2.4 Analytical Methods 54
• 2.2.5 Theoretical Perspectives 60
• 2.2.6 Research on Impulse Buying 67
• 2.2.7 Summary 74
• 2.3 Theoretical Foundations 75
• 2.3.1 SOR 75
• 2.3.2 Perceived Value Theory 76
• 2.3.3 Theory of Mind 77
• 2.3.4 Emotion Theory 78
• 2.4 Summary 82
• CHAPTER 3. EMPIRICAL ANALYSIS OF THE INFLUENCE MECHANISM OF VIRTUAL INFLUENCERS UNDER THE RATIONAL COGNITIVE PATH 84
• 3.1 Problem Description 84
• 3.2 Research Model and Hypotheses 86
• 3.2.1 Presence and Perceived Value 86
• 3.2.2 Engagement and Perceived Value 88
• 3.2.3 The Mediating Role of Perceived Value 90
• 3.2.4 Perceived Value and Purchase Intention 93
• 3.3 Research Design 95
• 3.3.1 Measurement of Variables 95
• 3.3.2 Data Collection 97
• 3.4 Data Processing and Results Analysis 97
• 3.4.1 Sample Characteristics and Descriptive Statistics 97
• 3.4.2 Common Method Bias 99
• 3.4.3 Exploratory Factor Analysis 100
• 3.4.4 Reliability Analysis 101
• 3.4.5 Confirmatory Factor Analysis 102
• 3.4.6 Correlation Analysis 104
• 3.4.7 Hypothesis Testing 107
• 3.5 Summary 111
• CHAPTER 4. EMPIRICAL ANALYSIS OF THE INFLUENCE MECHANISM OF VIRTUAL INFLUENCERS UNDER THE EMOTIONAL IMPULSE PATH 114
• 4.1 Problem Statement 114
• 4.2 Research Model and Hypotheses 115
• 4.2.1 Virtual Influencers and Impulse Buying 115
• 4.2.2 The Moderating Role of Appearance Anxiety 117
• 4.2.3 The Moderating Role of Technology Anxiety 119
• 4.2.4 The Moderating Role of Social Anxiety 120
• 4.2.5 The Moderating Role of Fear of Missing Out （FoMO） 121
• 4.3 Research Design 124
• 4.3.1 Measurement of Variables 124
• 4.3.2 Data Collection 125
• 4.4 Data Processing and Results Analysis 126
• 4.4.1 Sample Characteristics and Descriptive Statistics 126
• 4.4.2 Common Method Bias 128
• 4.4.3 Exploratory Factor Analysis 129
• 4.4.4 Reliability Analysis 130
• 4.4.5 Confirmatory Factor Analysis 132
• 4.4.6 Correlation Analysis 133
• 4.4.7 Hypothesis Testing 136
• 4.5 Summary 147
• CHAPTER 5. DISCUSSION 148
• 5.1 Summary of the Study 148
• 5.2 Theoretical Implications 149
• 5.3 Practical Implications 152
• 5.4 Limitations and Future Research Directions 155
• REFERENCES 157