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April 30, 2026The Korean Academic Association of Business Administration

The Virtual Influencer Characteristics on Consumer Behavioral Intention: Focusing on the Mediating Effects of Attachment and Perceived Enjoyment

Jingjing Fang Chaoran Chu Wenyan Yan

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Key Points

This research aims to analyze how the characteristics of virtual influencers affect consumer intentions through attachment and perceived enjoyment.
Survey of 305 individuals familiar with virtual influencers in China.
Data analyzed using SPSS 27.0 and AMOS 26.0.
Explored the mediating effects of attachment and perceived enjoyment on consumer behavioral intention.
Virtual influencer characteristics positively affect attachment, except for expertise.
Attachment and perceived enjoyment significantly enhance word-of-mouth and purchase intentions.
Attachment mediates all relationships between influencer characteristics and behavioral intention, while perceived enjoyment does so for all but expertise.

Implication

Examines attachment and perceived enjoyment influencing consumer behavior intentions, suggesting marketing strategies.

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Cite This Study

Fang et al. (2026) studied this question.

synapsesocial.com/papers/6a0ea074be05d6e3efb5f427 https://doi.org/10.18032/kaaba.2026.39.4.825

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