TL;DR
The results demonstrate that hedonic gratification, perceived coolness (CO), and perceived credibility (PC) significantly enhance attitudes towards VI (ATT) and intention to follow VI (IF), while perceived usefulness (PU) directly enhances CE, and no influence was found on ATT.
This research explores the factors that influence perception, adoption intention, and trust of K-pop virtual idols. Drawing on a unified stimulus-organism-response (S–O-R) framework integrated with parasocial interaction (PSI) theory, this study investigates how industry-driven environmental stimuli (i.e., visual appea...
This study investigates how structural variables like Perceived Ease of Use (PEOU) and Perceived Usefulness (PU) combine with socio-psychological gratifications (information, entertainment, education and socialisation) to propel TikTok’s popularity. Using a quantitative survey design, empirical data were collected from...
This study examines the psychological and behavioral mechanisms driving the success of AI-powered virtual influencers. Drawing on the Stimulus-Organism-Response framework, the study investigates how specific digital stimuli, including posting frequency, credibility, visual attractiveness, and expertise, trigger inter...
The results confirm that trust exerts both direct and indirect effects on consumer well‐being through authenticity, parasocial bonds and persuasion knowledge model, and cultural orientation and digital literacy significantly moderate these effects, whereas persona realism shows an uncanny valley pattern.
Consumer reactions to both human and AI influencers across six dimensions lend support to a mechanism-based perspective where the type of influencer influences engagement and brand attachment indirectly via credibility and relational dynamics rather than solely through the distinction between human and AI influencers.
Findings reframe the more use, better outcome logic by revealing a dual-path mechanism: usage frequency ensures the floor of language exposure, while AI learning engagement willingness determines the ceiling of deep processing.
We use cookies to run the site and, with your consent, for analytics and to show ads. See our Cookie Policy.
