Abstract:

Objective There has been a surging interest in the realm of virtual influencer marketing in the recent years. The virtual influencer can be defined as a digital character created by using computer graphics software, which is then given a personality defined by a first-person view of the world, and made accessible on various media platforms to exert their influence. AYAYI, for instance, stands as a prominent example in this domain. With over 124 thousand followers on Red, AYAYI has emerged as one of the most influential figures in the fashion industry. Therefore, a lucid theoretical explication of this new phenomenon between virtual influencers and consumers' purchase intention that is based on empirical investigation, from the perspective of consumers, is greatly needed.
Method In order to analyze the influence of the entertainment value of virtual influencers on fashion brands' purchase intention, a theoretical model with three variables was established, including entertainment value, flow experience, and purchase intention. Through literature review and theoretical research, this research delved into exploring the mediating role of the flow experience in shaping the path toward purchase intentions. Moreover, the study took into account the moderating effects of two critical factors: the type of digital persona (ultra-realistic virtual avatar versus secondary anime character) and the gender of the consumers (male versus female). This led to the construction of a model that encompasses mediation and moderation effects. A total of 282 questionnaires were collected from the respondents and were usable for further analysis. The statistical software SPSS 24.0 was employed to rigorously test not only the mediating and moderating effects but also the overall influence of these variables on the research framework.
Results The results of our quantitative experiments have yielded valuable insights. Firstly, they demonstrate that the entertainment value provided by virtual influencers exerts a significant and positive influence on consumers' purchase intentions. This influence operates along two distinct paths: an indirect route through the mediating factor of the flow experience, and a direct one. Moreover, within the mediation model, it's noteworthy that consumers' gender differences play a significant moderating role. However, it's interesting to observe that the differences between virtual characters do not exert a significant moderating effect on the mediation process. Further analysis through a bootstrap test reveal that the moderating impacts of entertainment value and flow experience were more pronounced when the user identified as male and opted for a secondary anime character. Conversely, these moderating effects were less pronounced when the user identified as female and chose an ultra-realistic virtual avatar. These findings shed light on the intricate interplay of these variables and offer valuable insights into consumer behavior in the context of virtual influencer marketing.
Conclusion The study provides several key insights. Firstly, it underscores the importance of tailoring marketing strategies for virtual influencers based on audience gender characteristics and the selection of different character types. By doing so, companies can enhance the entertainment value delivered to consumers, thereby stimulating their purchasing behavior. This highlights that consumers' perception and acceptance of products or services are not solely based on their intrinsic qualities but also on the emotional and experiential values they provide. These values include feelings of enjoyment, emotional comfort, and the excitement generated through interactions with preferred avatar types. The ability of companies to offer these entertainment values during the consumer experience directly influences their purchasing decisions. Secondly, the study reveals that the relationship between the entertainment value of avatars and consumer purchase intentions is partially mediated by the flow experience. In other words, the virtual image crafted by a company can impact a consumer's purchase intention directly. Simultaneously, part of this influence is channeled through the immersive and engaging experience that consumers themselves create while interacting with the avatar.

Key words: virtual digital image, entertainment value, flow experience, gender of consumer, type of virtual image, fashion brand, purchase intention