Mayemba Karel Nzita
Abstract
This study investigates how anthropomorphic cues in virtual influencers (VIs) shape consumer perceptions of authenticity and source credibility, cultivate parasocial bonds, and influence purchase intentions, with gender examined as a possible moderating factor. Grounded in anthropomorphism theory and parasocial interaction scholarship, we conducted PLS-SEM using SmartPLS 4 based on the data collected from a total of 142 respondents exposed to anthropomorphic virtual influencers scenarios. The analysis reveals that perceived anthropomorphism markedly enhances perceptions of authenticity, yet somewhat unexpectedly diminishes perceptions of credibility, underscoring a complex balance between emotional resonance and trust. Authenticity proved to be a key driver in the formation of parasocial relationships, which subsequently had a notable influence on strengthening purchase intentions, thereby underscoring the crucial mediating role of these one-sided emotional connections. Conversely, perceptions of credibility were found to hinder the establishment of such relationships and showed no direct impact on consumers’ intentions to purchase. The mediation analysis further revealed that parasocial relationships serve to partially transmit the influence of authenticity on purchasing behaviour. Additionally, the expected moderating impact of gender on the relationship between anthropomorphism and purchase intentions did not turn out to be significant, indicating largely uniform responses across male and female participants. These findings advance theoretical insights into consumer engagement with virtual influencers and furnish practical implications for marketers aiming to craft anthropomorphic characteristics and relational content that strengthen consumer bonds and ultimately drive purchase intentions.