Recently, virtual influencers have changed significantly in the business environment, but research on virtual influencers is lacking. Therefore, this study analyzed the factors of SNS users on the imitation and subscription intention of virtual influe...
Recently, virtual influencers have changed significantly in the business environment, but research on virtual influencers is lacking. Therefore, this study analyzed the factors of SNS users on the imitation and subscription intention of virtual influencers. To this end, an online survey was conducted and a total of 314 respondents were analyzed. The characteristics of virtual influencers (personality, sincerity, associate interaction, control) are made of independent variables, and the parameter attachment, preference, imitation desire, and subscription intention are used as a dependent variable. It was built. The analysis showed that the personality and authenticity directly influenced the imitation and subscription intentions, and the attachment and preference were indicated that the relationship between authenticity and subscription intentions. These results provide an important implications for the way the virtual influencer exerts social influence and the complexity of human-technical interaction.