Associations Between Virtual Influencer Attributes, Sponsoring Brand Trust, and Purchase Intention Among Vietnamese Gen Z TikTok Users

Abstract

Abstract This study examines the associations between attributes of TikTok-based virtual influencers (VI), sponsoring brand trust, and purchase intention among Generation Z consumers in Vietnam, with emphasis on the internal psychological mechanisms through which non-human endorsers are related to consumer responses. A cross-sectional online survey was conducted with 409 Vietnamese Gen Z TikTok users aged 18 and above who had previously been exposed to VI. Measurement items were adapted from established scales and assessed through Likert-type responses. Structural equation modeling (SEM) was used to evaluate the Stimulus-Organism-Response (S-O-R) framework, while bootstrapping procedures examined indirect associations. In the revised S-O-R model, human-likeness, expertise, trustworthiness, attractiveness, and transparency are conceptualized as external stimulus cues; perceived authenticity, parasocial relationship, and sponsoring brand trust are positioned as internal organismic states; and purchase intention is treated as the behavioral response. The findings indicate that human-likeness is significantly associated with parasocial relationship but is not significantly associated with perceived authenticity at the 5% level. Expertise, trustworthiness, attractiveness, and parasocial relationship are positively associated with perceived authenticity, whereas transparency is not significant. Perceived authenticity and parasocial relationship are positively associated with sponsoring brand trust, which is in turn associated with purchase intention.