부산대학교 도서관

Purpose: This research delves into the dynamic realm of digital marketing, with a particular focus on the efficacy of virtual human influencers. It aims to unravel the intricate dynamics of influencer marketing by scrutinizing how variables such as perceived over-commercialization, attractiveness, knowledge, and psychological distance interact to influence the effectiveness of virtual influencers. Research design, data, and methodology: The study analyzes data from 208 participants, ensuring a demographically balanced sample. Through the use of Structural Equation Modeling (SEM), the research investigates four hypotheses to understand the complex relationships between the variables. This methodological approach enables a comprehensive analysis of how different perceptions of virtual influencers can affect consumer behavior and attitudes. Results: The study highlights a significant link between the perception of over-commercialization in virtual influencers and increased psychological distance, suggesting a risk of consumer alienation. Attractiveness of influencers, on the other hand, decreases psychological distance and boosts intent to visit. Knowledge projection by influencers shows limited impact on altering consumer perceptions. A notable inverse relationship between psychological distance and visitation intent underscores the complex influence of virtual influencers on consumer engagement. Implications: Based on these findings, the study offers strategic insights for the industry. It recommends customizing the appearance and presentation of virtual influencers to match target demographics closely, creating content that accentuates the expertise of influencers, and seeking a harmonious balance between commercialization and authenticity. Such strategies are proposed to maintain and enhance customer trust and engagement with virtual influencers.