IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i14p8964-d868442.html
   My bibliography  Save this article

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

Author

Listed:
  • Qian-Qian Huang

    (College of Textile and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China)

  • Hong-Jian Qu

    (College of Textile and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China)

  • Pei Li

    (College of Textile and Fashion, Shanghai University of Engineering Science, Shanghai 201620, China)

Abstract

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.

Suggested Citation

  • Qian-Qian Huang & Hong-Jian Qu & Pei Li, 2022. "The Influence of Virtual Idol Characteristics on Consumers’ Clothing Purchase Intention," Sustainability, MDPI, vol. 14(14), pages 1-20, July.
  • Handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8964-:d:868442
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/14/8964/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/14/14/8964/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jichang Zhang & Jing Long & Alexandra Martina Eugenie von Schaewen, 2021. "How Does Digital Transformation Improve Organizational Resilience?—Findings from PLS-SEM and fsQCA," Sustainability, MDPI, vol. 13(20), pages 1-22, October.
    2. Islam Elbayoumi Salem & Ahmed Mohamed Elbaz & Alamir Al-Alawi & Nasser Alhamar Alkathiri & Kareem A. Rashwan, 2022. "Investigating the Role of Green Hotel Sustainable Strategies to Improve Customer Cognitive and Affective Image: Evidence from PLS-SEM and fsQCA," Sustainability, MDPI, vol. 14(6), pages 1-17, March.
    3. Ladhari, Riadh & Massa, Elodie & Skandrani, Hamida, 2020. "YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Zhou, Fei & Su, Qiulai & Mou, Jian, 2021. "Understanding the effect of website logos as animated spokescharacters on the advertising: A lens of parasocial interaction relationship," Technology in Society, Elsevier, vol. 65(C).
    5. Pankaj Aggarwal & Ann L. McGill, 2007. "Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 468-479, June.
    6. Chen, Hong & Long, Ruyin & Niu, Wenjing & Feng, Qun & Yang, Ranran, 2014. "How does individual low-carbon consumption behavior occur? – An analysis based on attitude process," Applied Energy, Elsevier, vol. 116(C), pages 376-386.
    7. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    8. Sooyun Kim, 2022. "Effective and Ineffective Service Recovery Recipes in the Peer-to-Peer (P2P) Sharing-Service Model: Using the Fuzzy-Set Qualitative Comparative Analysis (fsQCA) Approach," Sustainability, MDPI, vol. 14(5), pages 1-13, February.
    9. Hosany, Sameer & Martin, Drew, 2012. "Self-image congruence in consumer behavior," Journal of Business Research, Elsevier, vol. 65(5), pages 685-691.
    10. Shengliang Zhang & Xinfeng Lin & Xiaodong Li & Ai Ren, 2022. "Service robots’ anthropomorphism: dimensions, factors and internal relationships," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 277-295, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Deng, Fengyi & Tuo, Muyuan & Chen, Si & Zhang, Zichen, 2024. "Born for marketing? The effects of virtual versus human influencers on brand endorsement effectiveness: The role of advertising recognition," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    2. Kim, Inhwa & Ki, Chung-Wha & Lee, Hyunhwan & Kim, Youn-Kyung, 2024. "Virtual influencer marketing: Evaluating the influence of virtual influencers’ form realism and behavioral realism on consumer ambivalence and marketing performance," Journal of Business Research, Elsevier, vol. 176(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Büyükdağ, Naci & Kitapci, Olgun, 2021. "Antecedents of consumer-brand identification in terms of belonging brands," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    3. Jacob, Isaac & Khanna, Monica & Rai, Krupa A., 2020. "Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 597-607.
    4. Tae-Im Han & Dooyoung Choi, 2019. "Fashion Brand Love: Application of a Cognition–Affect–Conation Model," Social Sciences, MDPI, vol. 8(9), pages 1-14, September.
    5. Arnold Japutra & Keni Keni & Bang Nguyen, 2016. "What’s in a university logo? Building commitment in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 137-152, March.
    6. Jinsoo Hwang & Jung Kyu Choi, 2017. "An Investigation of Passengers’ Psychological Benefits from Green Brands in an Environmentally Friendly Airline Context: The Moderating Role of Gender," Sustainability, MDPI, vol. 10(1), pages 1-17, December.
    7. Kim, Hyojung & Park, Minjung, 2024. "When digital celebrity talks to you: How human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    8. Fethi Klabi, 2020. "To what extent do conspicuous consumption and status consumption reinforce the effect of self-image congruence on emotional brand attachment? Evidence from the Kingdom of Saudi Arabia," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(2), pages 99-117, June.
    9. Khalid Alharbi & Joon Kyoung Kim & Christopher Noland & Jackson Carter, 2022. "When Corporate Social Advocacy Meets Controversial Celebrity: The Role of Consumer–Brand Congruence and Consumer-Celebrity Congruence," Sustainability, MDPI, vol. 14(3), pages 1-19, February.
    10. Nicolas G. A. Lorgnier & Nicolas Chanavat & Che-Jen Su & Shawn M. O’Rourke, 2020. "Examining the influence of brand-based value congruity: do the values of the International Olympic Committee really matter?," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 73-99, March.
    11. Gleim, Mark R. & Johnson, Catherine M. & Lawson, Stephanie J., 2019. "Sharers and sellers: A multi-group examination of gig economy workers' perceptions," Journal of Business Research, Elsevier, vol. 98(C), pages 142-152.
    12. Theerasak Nitlarp & Theeraya Mayakul, 2023. "The Implications of Triple Transformation on ESG in the Energy Sector: Fuzzy-Set Qualitative Comparative Analysis (fsQCA) and Structural Equation Modeling (SEM) Findings," Energies, MDPI, vol. 16(5), pages 1-26, February.
    13. Shahid Rasool & Roberto Cerchione & Piera Centobelli & Eugenio Oropallo, 2022. "Smoking kills you, littering butts damages others too: analysing sustainable consumer behaviour in the era of circular economy," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(5), pages 7115-7137, May.
    14. Hector Gonzalez-Jimenez, 2017. "The self-concept life cycle and brand perceptions: An interdisciplinary perspective," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 67-84, June.
    15. Mandy Loh & Maisarah Ahmad & Suhaila Abdul Kadir & Syed Shah Alam, 2015. "Influence Of Customer Values And Self-Image Congruity On Customer Behavior-Based Crm Performance," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 23-44, May.
    16. Japutra, Arnold & Ekinci, Yuksel & Simkin, Lyndon, 2019. "Self-congruence, brand attachment and compulsive buying," Journal of Business Research, Elsevier, vol. 99(C), pages 456-463.
    17. Shamah, Rania A.M. & Mason, Michela C. & Moretti, Andrea & Raggiotto, Francesco, 2018. "Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 446-456.
    18. Donvito, Raffaele & Aiello, Gaetano & Grazzini, Laura & Godey, Bruno & Pederzoli, Daniele & Wiedmann, Klaus-Peter & Halliburton, Chris & Chan, Priscilla & Tsuchiya, Junji & Skorobogatykh, Irina Ivanov, 2020. "Does personality congruence explain luxury brand attachment? The results of an international research study," Journal of Business Research, Elsevier, vol. 120(C), pages 462-472.
    19. Bettels, Jannick & Wiedmann, Klaus-Peter, 2019. "Brand logo symmetry and product design: The spillover effects on consumer inferences," Journal of Business Research, Elsevier, vol. 97(C), pages 1-9.
    20. Dai, Bo & Pelton, Lou E., 2018. "Exploring consumers’ skincare retail patronage," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 269-277.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:14:p:8964-:d:868442. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.