The Influence of Virtual Idol Anthropomorphism on Consumer Purchase Intention

Abstract

Virtual idols serve as a mirror of artificial intelligence, dynamic digital mapping, and immersive image synthesis. With the continuous upgrading of virtualised industrial production lines, virtual idols are no longer just “tools that resemble humans” but rather “mirrors that reflect human nature,” quietly reshaping the paradigm between consumers and brands. However, existing literature lacks a clear explanation of the underlying mechanisms through which the degree of anthropomorphism of virtual idols affects consumer intentions. Drawing on para-social interaction theory, media equation theory, and other relevant frameworks, this study constructs a communication pathway from anthropomorphism to para-social interaction and then to purchase intention. This research provides a basis for risk control in the marketing process of virtual idols, facilitates the formulation of marketing strategies, and fills gaps in future research on anthropomorphism and human-computer interaction. Furthermore, it points to directions for future exploration in areas such as generational stratification effects among Gen Z and cross-cultural contextual differences.