The Influence of Virtual Idols on Consumer Attitudes and Purchase Intentions

Abstract

With the development of virtual technology and cultural consumption, virtual idols continue to develop. Virtual idols are unique carriers empowered by Internet capital, idol industry and technology. This study aims to explore the impact of virtual idols on consumer attitudes and purchase intentions, taking A-SOUL as an example. This paper used the para-social interaction theory of human and technology communication to analyse the relationship between A-SOUL and consumers, obtained the objective influence factors of virtual idols on consumer behaviour, and proposed the role of virtual idols in para-social interaction. Qualitative and SWOT analysis proved the hypothesis that consumption attitude and purchase intention are positively correlated. The conclusion was obtained that the hypothesis is established. The result of this analysis was that virtual idols have the characteristics of para-social interaction and positively impact consumers' attitudes and purchase intentions. Therefore, in the process of para-social interaction, virtual idols are positively correlated with consumer attitudes and purchase intentions.