The role of anthropomorphism in human-like virtual influencers as social media endorsers on experience satisfaction and purchase intention on social media
DOI:
https://doi.org/10.61511/linkage.v3i1.2026.3966Keywords:
cognitive & affective response, purchase intention, satisfaction with experience, social presence, virtual influencers’ perceived anthropomorphism.Abstract
Background: The rapid advancement of technology has encouraged the integration of Artificial Intelligence (AI) across sectors, including the use of virtual influencers as social media endorsers in Indonesia. This study analyzes the effect of Virtual Influencer’s Perceived Anthropomorphism on Satisfaction With Experience and Purchase Intention, mediated by Social Presence, Cognitive Response (Credibility and Perceived Usefulness), and Affective Response (Perceived Enjoyment and Flow) among Gen Z consumers in Indonesia, focusing on Arbie Seo, a trending Indonesian virtual influencer. Methods: Data were collected online through a structured questionnaire from 479 Gen Z respondents who had seen Arbie Seo’s promotional content, then analyzed using Structural Equation Modelling (SEM) in AMOS. Findings: Virtual Influencer’s Perceived Anthropomorphism, Social Presence, Perceived Usefulness, and Perceived Enjoyment significantly affect Satisfaction With Experience, which in turn significantly affects Purchase Intention, while Credibility and Flow show no significant effect. Conclusion: These findings underline the importance of social presence and cognitive-affective responses to virtual influencers in shaping consumers’ satisfaction and purchase intention, offering companies guidance in selecting virtual influencer characteristics for product endorsement. Novelty/Originality of this study: This study offer the added value of the role of virtual influencer perceived anthropomorphism on social media in Indonesia.
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