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The Influence of Virtual Idol Characteristics on Consumers’ Clothing Purchase Intention

Sustainability, 2022-07, Vol.14 (14), p.8964 [Peer Reviewed Journal]

2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2071-1050 ;EISSN: 2071-1050 ;DOI: 10.3390/su14148964

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  • Title:
    The Influence of Virtual Idol Characteristics on Consumers’ Clothing Purchase Intention
  • Author: Huang, Qian-Qian ; Qu, Hong-Jian ; Li, Pei
  • Subjects: Anthropomorphism ; Attitudes ; Audiences ; Brand loyalty ; Celebrities ; Cognition & reasoning ; Consumers ; Cooperation ; Digital marketing ; Emotions ; Endorsements ; Factor analysis ; Homogeneity ; Internet ; Research methodology ; Social networks ; Sustainability
  • Is Part Of: Sustainability, 2022-07, Vol.14 (14), p.8964
  • Description: In the context of a company actively using virtual idols to carry out marketing activities, it is very important to help the company understand the key factors affecting consumer purchase intention. In total, 459 eligible responses were collected via an online questionnaire survey. The psychometric properties of the model were examined by factor analysis, and the multiple regression method was applied to test the hypotheses. This paper empirically analyzes the influence of virtual idol characteristics on consumers’ willingness to buy brand clothing, with consumers’ attitudes as intermediary variables and clients’ involvement in virtual idolatry and adult playfulness as adjusting variables. A quasi-replication study method using both MRA and fsQCA found that the popularity, homogeneity, relevance and anthropomorphism of virtual idols enhance customers’ willingness to buy from big to small. Among them, attitude plays an intermediary role in the influence of popularity on purchase intention, and plays a complete intermediary role in the influence of relevance and homogeneity over purchase intention; consumer idolatry involvement positively regulates the relationship between professionalism, relevance and attitude; consumers’ adult playfulness positively regulates the relationship between popularity and consumer attitude. Finally, from the perspective of improving attitude and purchase intention, we provide suggestions for virtual idol creation applicable by operation teams and clothing brand companies.
  • Publisher: Basel: MDPI AG
  • Language: English
  • Identifier: ISSN: 2071-1050
    EISSN: 2071-1050
    DOI: 10.3390/su14148964
  • Source: GFMER Free Medical Journals
    ROAD: Directory of Open Access Scholarly Resources
    ProQuest Central
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