Higher Purchase Intention Research Articles

Eager or passive? Decoding potential consumer profiles based on knowledge and perceptions regarding organic food products

Organic food-choice behaviour has gained paramount interest from researchers and marketers due to the growing inclination of consumers towards healthy and sustainable lifestyles. With regard to India, despite being a leading producer and exporter of organic products, its domestic market is still in nascent stages of evolution. To overcome the underlying attitude-intention-behaviour gap in such emerging markets, it is imperative to identify targetable segments based on factors that are relevant to these markets. The present study makes a novel attempt at segmenting potential organic consumers based on their knowledge and perceptions regarding organic products. Robust analytical procedures, including a two-stage cluster analysis and multiple discriminant analysis, were employed to draw consumer profiles based on a sample of 608 Indian consumers. The analysis resulted in four mutually exclusive segments, which exhibited significant heterogeneity with respect to various clustering and profiling variables, namely actual and perceived knowledge regarding organic products, price and availability perceptions, trust in organic products, and purchase intention. The aware enthusiasts displayed high knowledge, while both the aware and unaware enthusiasts exhibited favourable organic perceptions and high purchase intention and behaviour. The sceptics had positive perceptions but displayed a lack of trust in organic sellers and regulatory frameworks. The laggards exhibited the least favourable perceptions and had the lowest intention and purchase behaviour. The study identifies potential target segments of organic consumers and throws light on how consumers construe organic food products. Furthermore, marketing strategies are recommended to tap these segments, considering the core characteristics specific to each segment.

A sustainable step forward: Exploring factors influencing the purchase intentions towards remanufactured products using fsQCA

The rapid advancement of industrialization has led to a growing concern about resource shortages and environmental pollution. Sustainable manufacturing practices, particularly in the context of remanufactured products, have been extensively researched from the B2B perspective. Comparatively fewer studies have examined consumer behavior in the context of remanufactured electrical appliances. This study merges components from the Theory of Planned Behavior and Protection Motivation Theory with additional variables into a framework for predicting purchase intentions. Noting the complex, asymmetric nature of causation, an asymmetrical configurational approach using fsQCA is used for analysis. Data were collected form 411 consumers in the U.K using quota sampling technique. The findings show that both components of attitude (experiential and instrumental) as well as a high threat appraisal (perceived severity and vulnerability) are present in all configurations predicting high purchase intention. Self-efficacy and response efficacy are also important conditions present in many configurations. The paper ends with some novel insights on consumer behavior with respect to remanufactured products, and a discussion of theoretical and managerial implications.

Impacts of knowledge and trust on consumer perceptions and purchase intentions towards genetically modified foods.

Genetically Modified Foods (GMF) have emerged as a significant topic within the global food industry, provoking extensive debates over their safety and impact on consumer choices. This research aims to explore the impact of knowledge and trust in GMF on Vietnamese consumers' perceptions and their subsequent purchase intentions. By employing a quantitative methodology, this study gathered data from 424 valid respondents. The research model focuses on five constructs: knowledge, trust, perceived benefits, perceived risks, and purchase intentions. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test hypotheses and examine the interrelationships among these constructs. The results showed that increased knowledge of GMF is linked to heightened perceptions of benefits and reduced perceptions of risks, thereby elevating purchase intentions. Trust in GMF significantly enhances perceived benefits but does not significantly affect risk evaluation, although it is positively correlated with purchase intentions. Moreover, perceptions of greater benefits are positively associated with higher purchase intentions, whereas increased risk perceptions negatively influence them. These results underscore the complex relationship among knowledge, trust, perceived benefits, and perceived risks in shaping consumer purchase intentions toward GMF. The study proposes a comprehensive model delineating how knowledge and trust impact Vietnamese consumers' perceptions and purchase intentions regarding GMF. These findings provide implications for policymakers, business managers, and marketers, emphasizing the importance of disseminating transparent information, prioritizing trust-building, and adopting nuanced communication strategies. By effectively enhancing perceived benefits and addressing perceived risks, these strategies aim to foster positive consumer intentions and behaviors toward GMF.

The moderating effect of system quality on the relationship between customer satisfaction and purchase intention: PLS-SEM & fsQCA approaches

The study aims to understand the antecedents of customer behaviour that lead to high purchase intention, encompassing moderating role of system quality to achieve purchase intention. Theoretically, this research employs the technology acceptance model to examine the proposed relationship and complexity theory to employ fuzzy-set qualitative comparative analysis (fsQCA) as a robust complementary method to the partial least squares-structural equation model (PLS-SEM). The proposed conceptual model is measured using data gathered from online customers in Bangladesh's electronic market. A survey of 311 e-commerce customers, using PLS-SEM and fsQCA models, reveals that the antecedents of the customer behavioural practices are highly correlated to achieving purchase intention. The findings from PLS-SEM show that perceived enjoyment and perceived ease of use are highly supported by purchase intention. Similarly, system quality influences purchase intention and acts as a moderator. In the fsQCA analysis, hedonic motivation and perceived enjoyment are necessary conditions to achieve a high purchase intention. The hybrid models add the methodological contribution by combining both symmetric and asymmetric relationships, thereby providing a holistic understanding of system quality as a moderating factor to achieve high purchase intention, especially in the context of the e-commerce market in Bangladesh. This research outlines implications for the theoretical and managerial perspectives to build a better relationship between factors of satisfaction and purchase intention and enable policymakers to contribute better managerial decisions.

Insights on purchase intention of mutton shashlik - A survey of Chinese consumers based on fsQCA

Various factors influence the purchases of meat products by consumers, and their final purchasing behavior has a temporal and logical relationship with their willingness to buy. Such willingness is an effective indicator of purchasing behavior. In this study, sensory appeal, brand loyalty, price, consumer reviews, consumer preferences, and the personal characteristics of consumers (e.g., gender, age, and income) were selected as the antecedent variables. Data from 5,981 consumers were collected through an online questionnaire. The path configurations that caused consumers to have high and low purchase intentions for mutton shashliks were analyzed using fuzzy set qualitative comparative analysis (fsQCA). The major causes that lead consumers to the two choices of purchasing or not purchasing were identified. The findings show that there is a causal asymmetric relationship between customers' desire to purchase meat items and the factors influencing them. As a multifaceted outcome variable, consumer preference traits and cost are the primary determinants of the high purchase intention to buy mutton shashlik, with income and sensory appeal having a lesser effect. Furthermore, factors such as brand loyalty, consumer reviews, gender, and age worked in conjunction with the main factors that influenced or hindered consumers' purchase intentions.

Impact of Gender-Specific Marketing on Consumer Purchasing Behavior in Philippines

Purpose: The aim of the study was to analyze impact of gender-specific marketing on consumer purchasing behavior in Philippines. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Recent studies on the impact of gender-specific marketing on consumer purchasing behavior in the Philippines reveal that tailoring marketing strategies to gender preferences significantly influences buying decisions. Research indicates that campaigns designed with gender-specific appeals are more effective in resonating with target audiences, thereby enhancing engagement and driving sales. For instance, marketing messages emphasizing traditional gender roles or specific lifestyle aspirations often result in higher purchase intentions among female consumers, while campaigns highlighting strength and technology tend to appeal more to male consumers. Unique Contribution to Theory, Practice and Policy: Social role theory, consumer culture theory (CCT) & theory of planned behavior (TPB) may be used to anchor future studies on the impact of gender-specific marketing on consumer purchasing behavior in Philippines. Organizations should implement mentorship programs tailored to the specific needs of women in different sectors and career stages. Policymakers and organizations should develop and enforce structured mentorship policies that include regular evaluations, clear objectives, and accountability measures.

Challenges of electric vehicle adoption in Indonesia: Revealing the hidden factors affecting purchase intention

Purpose – Recently, electric vehicles (EVs) have seen significant development worldwide. Indonesia has responded by implementing various policies to support the adoption of EVs, which are touted as the future environmentally friendly transportation solution. However, in Indonesia, the purchase intention for EVs still needs to reach expectations, reaching only 14,93% of the target in 2023. This study analyzes the antecedents of benefit factors determining the intention to buy an electric vehicle. This study will fill the gap in earlier research by comprehensively examining the factors that influence EV purchase intention in Indonesia.Design/methodology/approach – This study will fill the gap in earlier research by comprehensively analyzing the factors that influence EV purchase intention in Indonesia. This study will empirically examine the relationship between perceived usefulness, perceived ease of use, perceived risk, EV knowledge, public involvement, and purchase intention, as well as the antecedents of perceived usefulness, perceived ease of use, and perceived risk. This study uses a quantitative method with a survey design to gain an in-depth understanding of the factors influencing the purchase intention of electric vehicles in Indonesia. The survey involved 957 potential electric vehicle users in Indonesia who have never bought an EV but have sufficient interest and knowledge about EVs. The research instrument was a validity and reliability-tested questionnaire used to collect accurate and consistent data.Findings – This study found that although respondents had strong perceptions of the benefits of electric vehicles (perceived usefulness), this did not automatically lead to high purchase intentions. Another surprising finding was that perceived risk also did not directly affect purchase intention. This suggests the presence of other factors inhibiting purchase intention, which need to be identified and addressed.Research limitations/implications – This research contributes significantly to the literature on adopting electric vehicles (EVs). Perceived ease of use has a positive effect on purchase intention. The results of this study indicate that perceived ease of use does not significantly affect the purchase intention of electric vehicles.Practical implications – The findings of this study provide several practical implications for electric vehicle manufacturers, marketers, and policy makers.Originality/value – This research offers a comprehensive approach to understanding the factors that influence electric vehicle (EV) purchasing interest in Indonesia, by including previously overlooked variables such as risk perception, public involvement, and knowledge about EVs. Additionally, this research focuses on the Indonesian context, providing valuable insights into the unique challenges and opportunities in EV adoption in the country, which can form the basis for strategies and policies to promote sustainable transportation.

Tourist socialization process in tourism activity decision-making: The moderation of scarcity appeals

Tourist socialization process suggest that family and friends shape tourist's cognition, and in turn their behaviors. A conceptual model is developed that investigates tourists' perceived risk as an underlying mechanism between tourism activity type, travel companion type and purchase decisions to illustrate tourist socialization process in tourism activity decision-making. This study further investigates the potential moderation of scarcity appeals on tourist socialization process. A questionnaire survey and three situational experiments were conducted to test hypothesized relationships. Findings indicate that when accompanied by friends (vs. family), tourists have higher purchase intentions toward challenging tourism activities; when accompanied by family (vs. friends), tourists have higher purchase intentions toward relaxing tourism activities. Additionally, tourist's perceived risk mediates the socialization process in tourism activity decision-making, but this effect is attenuated in demand-framed (vs. supply-framed) scarcity appeals.

Improving repurchase behaviour based on relationship marketing: evidence from the message framing of airline in China

ABSTRACT Short Message Service (SMS) marketing, as one of mobile marketing, has been a prominent marketing approach in the service business, particularly in airlines. However, for member groups with a social identity, how to send SMS to promote repurchase behaviour of members? This question is what current research tries to explore. A large field experiment involving 200,000 active members of an airlines was conducted to validate the message framing proposed in this study. Specifically, based on the message framing, we applied 2 promotional SMS (With identity vs. Without identity) x 2 Purchase intention (High vs. Low) and 2 promotional SMS (Feasibility vs. Desirability) x 2 Purchase intention (High vs. Low) between-subjects experimental design and a control group with general reminder messages in a ‘Member Day’ promotion. By analyzing 188,627 respondent’s actual repurchase data, the result shows that the framing effect between with-identity or feasibility messages and high purchase intention significantly positively impacts members repurchase behaviour. In contrast, the effect between without-identity or desirability messages and low purchase intention has no influence. Furthermore, the moderation effect of members’ features on the framing effect has also been discussed. This study has theoretical and practical guidance for the research on relationship marketing, membership management, and loyalty programmes.

Meatless Revolution: Exploring Consumers’ Perception of Meat Alternatives

ABSTRACT This paper employs a 4 × 2 × 3 research design with four different antecedents of meat alternative consumption (red meat consumption, consumers’ health consciousness, environmental awareness, animal welfare), two types of meat alternatives (plant-based vs. vegetarian), and three consumer behavioral outcomes (purchase intention, willingness to substitute, and willingness to pay). Our study of 425 participants shows that all four antecedents affect consumers’ meat alternative perceptions. Red meat consumption has a negative effect, while health consciousness, environmental awareness, and animal welfare have a positive relationship, increasing meat alternative purchase intention, willingness to substitute, and willingness to pay. Interestingly, plant-based alternatives had higher purchase intention, willingness to substitute, and willingness to pay relative to vegetarian alternatives. Our results estimate that plant-based alternatives are substituted for up to 50% of red meat consumption, compared to 35% for vegetarian alternatives. Also noteworthy, plant-based meat alternatives have a 10% higher willingness to pay versus vegetarian alternatives.

How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender

Streamers, as innovative web influencers and persuaders, have played a crucial role in business marketing success. Extensive research has shown that the characteristics of streamers impact consumers' purchase intentions. However, there is limited research on how the source dynamism of streamers affects consumers' purchase intentions in live streaming. This study uses an experimental approach based on Hovland's persuasion model and the selectivity hypothesis to examine the effects of streamers' source dynamism on purchase intentions and whether the experience resulting from the streamer–consumer interaction is moderated by gender. Findings show that consumers' purchase intention is positively correlated with the source dynamism of streamers and with their perception of para-social interaction and vicarious product experience. In addition, results reveal that gender significantly moderates the relationship between consumers' vicarious product experience and purchase intentions. Females have a stronger vicarious product experience than males and, thus, higher purchase intention when they perceive the high source dynamism of streamers. Lastly, findings highlight the need for brands and suppliers to consider source dynamism when choosing streamers and to allow making different marketing decisions for different consumer genders.

The Influence of Anchor Characteristics on Consumers' Impulse Apparel Purchase Intention — Evidence from FsQCA

Live streaming has become the hottest marketing method for apparel brands nowadays. E-commerce anchors, as the core of live marketing, have an important role in influencing consumers' impulse purchase intention. However, the research on clothing brand anchor characteristics on consumers' impulse purchase intention based on live-streaming anchor characteristics has yet to be explored in related studies. The article uses consumer trust and attitude as mediating variables, and the cognitive-affective system as an analytical framework. All variables are tested by validated factor analysis, and FsQCA to analyze the grouping of anchor characteristics (attractiveness, popularity, professionalism, interactivity, and brand fit) in apparel live streaming marketing. The article discovers seven configurations that triggered consumers' high impulse purchase intention and five configurations of non-high impulse purchase intention. The findings indicate that (a) all dimensions of anchor characteristics have a significant effect on consumers' impulse purchase intention, in which the effect of popularity is most significant; (b) consumers' trust has a mediating effect between anchors' attractiveness, popularity, interactivity, brand fit, and impulse purchase intentions; (c) consumers' trust and consumers' attitude have a chain-mediated effect between popularity, brand fit, and impulse purchase intention. The results of the research will help clothing anchors to further understand consumers' information needs and perceived preferences, and provide references to improve the quality of live streaming.

The influence of visual marketing on consumers' purchase intention of fast fashion brands in China-An exploration based on fsQCA method.

Under the rapid development of e-commerce, offline brick-and-mortar stores have been severely impacted. However, the importance of the visual, sensory and even psychological experience in the apparel industry makes offline stores still irreplaceable. The impact on consumers' visual experience cannot be ignored and is a significant influencing factor in determining consumers' psychological change and purchase intention. Especially for fast fashion brands which pursue low costs, visual marketing strategies is a cost-effective marketing tool to enhance the visual experience. In this paper, by adapting SOR theory and using fuzzy set qualitative comparative analysis (fsQCA) research method, 15 fast fashion apparel brands and 374 valid questionnaires are adapted in China to explore not only the influence of individual dimensions in visual marketing on consumers' purchase intention, but also the action of multi-dimensional combinations. The research finds that: (1) there are two driving paths for high consumers' purchase intention. The first path is a combination of high clarity of arrangement and low display density; the second path is a combination of low light intensity, high clarity of arrangement, high tonal harmony and high window appeal. (2) There are also two paths that drive non-high consumers' purchase intentions, and they are asymmetrically related to the paths that drive high consumers' purchase intentions. The findings of this study help to provide direction and suggestions for offline visual marketing strategies of fast fashion apparel brands to increase consumers' psychological perception and purchase intention through a range of visual presentation techniques.

Farmers’ purchase intention and willingness to pay for certified sweetpotato seed under different disease pressure zones in Uganda

AbstractThe use of certified sweetpotato (Ipomoea batatas) seed (CSS) was reported to unlock the yield potential of the crop leading to an over 80% yield increase. Despite the availability of elements of a formal CSS system, uptake in Uganda has remained dismal. Interdependence between farmer knowledge, perceptions, and purchase behaviors (PBs) is not well understood in a way that could allow the design of meaningful policies and interventions. This study aimed at unveiling factors underlying PB through purchase intention (PI) and willingness to pay (WTP) by interviewing 289 farmers from Omoro and Mpigi districts in Uganda, representing the low and high virus disease pressure zones, respectively. A modified theory of planned behavior (TPB) incorporating awareness as independent and farmer innovativeness as mediating variables expounded the relationships. Data were collected on perceptions, knowledge, innovativeness, and PI using a five‐point Likert scale plus WTP as a price, subjected to descriptive and structural equation modeling analysis. Results indicated significant locational differences in most socioeconomic characteristics. Middle income, CSS information access, and farming experience of 7–30 years conferred more likelihood of high PI. Conversely, high PI, group membership, and being female and middle‐aged increased the likelihood of high WTP. The effects of attitude, perceived behavioral control, and awareness were significant in high disease zone, while subjective norm was significant across disease zones. PI significantly affects WTP in high disease zone (p = 0.000) but its effect is insignificant in low disease zone (p = 0.569). An interplay of socioeconomic, perception, and knowledge attributes influences CSS PB calling for social marketing strategies with location‐specific interventions.

Gen Z buying patterns: comparing the influence of professional advising and social media engagement

PurposeThis paper aims to assess retail shopping avenues for young consumers based on the type of guidance and assistance they pursue (social media vs professional service provider) in purchasing situations judged to be important. Young consumers consider themselves pet parents and pets represent an extension of self. Thus, pet-related products, by their importance, represent an excellent area of analysis for this inquiry.Design/methodology/approachData collection was completed in a way that is contextually relevant and gives the results ecological validity with the assistance of a major supplier of pet food. A total of 470 Gen Z owners of small companion animals were obtained. The partial least squares structural equation modeling testing method is considered appropriate for the model analysis due to the structure and homogeneity of the sample and due to the precision of the method.FindingsResults indicate that, in accordance with social media engagement (SME) theory, high SME elevated social commerce purchase intentions while professional advice seekers reported increased brick-and-mortar shopping. Thus, context-dependent, young consumers may purchase from brick-and-mortar sites.Originality/valueThis paper draws on SME and Advice Response Theory and proposes an original model explaining channel selection preferences for young consumers based on the type of advice sought for important purchasing decisions. The model represents a steppingstone to investigate the mechanism that translates information search sources into buying through different channels.

Decoding Digital Persuasion: A Multi-Dimensional Analysis of Social Media Influencers' Impact on Consumer Purchase Intentions in the Beauty Industry

This study investigates the complex dynamics of beauty influencer marketing and its impact on consumer purchase intentions. Employing a mixed-methods approach, we integrate Structural Equation Modeling (SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) to examine the relationships between perceived influencer credibility, content quality, parasocial interaction, perceived authenticity, brand trust, and attitude towards the product. Data collected from 412 consumers were analyzed using SmartPLS4. The results reveal significant direct and indirect effects of influencer characteristics and content factors on purchase intentions, mediated by brand trust and attitude towards the product. Notably, product-influencer fit emerges as a significant moderator, enhancing the impact of influencer credibility on purchase intentions. The fsQCA results complement these findings by identifying multiple configurations leading to high purchase intentions, highlighting the equifinality in influencer marketing effectiveness. This research contributes to the literature by providing a comprehensive model of influencer marketing effectiveness, demonstrating the interplay between various factors, and revealing multiple pathways to success. The findings offer valuable insights for marketers in developing effective influencer marketing strategies, emphasizing the importance of influencer selection, content quality, and fostering authentic connections with audiences.

Exploring the roles of vlogger characteristics and video attributes on followers’ value perceptions and behavioral intention

YouTube has emerged as an effective social media platform for brands to reach consumers through YouTube vloggers. However, little is known about how vlogger characteristics and video attributes affect consumers' perceived value and behavioral intention. Drawing on the stimulus‒organism‒response (SOR) framework, this research examines how video attributes (i.e., content quality and visual aesthetics) and vlogger characteristics (i.e., authenticity, interactivity, physical attractiveness, and expertise) influence followers' utilitarian and hedonic values, which consequently lead to continuance intention and purchase intention. The survey data collected from 1014 followers of the vloggers (i.e., beauty and technology) were analyzed by structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The results show that visual aesthetics, authenticity, and physical attractiveness positively affect followers' utilitarian and hedonic value, whereas content quality, interactivity, and expertise positively influence followers' utilitarian values but not hedonic value. Utilitarian value positively impacts followers' purchase intention and continuance intention, whereas hedonic value positively affects followers' continuance intention but not purchase intention. Multigroup analysis reveals that these determinants generally have a greater impact on hedonic values for beauty vloggers, whereas they mostly have greater influences on utilitarian values for technology vloggers. The fsQCA results supplement the SEM findings and indicate six configurations for beauty vloggers and five configurations for technology vloggers that lead to high purchase intention or continuance intention. The findings provide a better understanding of vloggers' influence on followers’ perceived value and behavioral intention from vlogger characteristics and video attributes.

High-dietary fibers cereal bars containing malt bagasse by-product from the brewing industry.

The aim of this study was to use the malt bagasse by-product for developing high-dietary fibers cereal bars. Three formulations were tested and contained 0% (control), 19% and 24% of malt bagasse. The bars with malt bagasse were rich in dietary fiber and protein, with 6.06 and 26.35g/100g, respectively for samples with 19% of bagasse, and 8.43 and 26.22g/100g, respectively, for bars with 24% of this by-product. The total phenol content (TPC) of the bars with 19 and 24% of bagasse, was 100.37 and 192.13mg GAE/100g of sample, and the EC50 was 21.58 and 14.78mg/mL (DPPH assay), respectively. The incorporation of this by-product into the formulations enhanced their TPC and antioxidant capacity. These samples had a high sensory acceptance. The formulation with the lowest malt bagasse concentration showed high global acceptance (56%) and purchase intention. The sensory attributes that pleased the tasters the most, rated as "liked moderately," were the color and odor of both bars. Cereal bars showed an improved nutritional composition and antioxidant capacity after malt bagasse addition, and the formulation with 19% should be the best choice among the tested formulations, when considering the set of nutritional and sensory aspects. The malt bagasse was successfully valorized as an ingredient in a functional food, whilst contributing to the environment.

How humanlike is enough?: Uncover the underlying mechanism of virtual influencer endorsement

Social media and computer-mediated communication technologies have given rise to the emergence of virtual influencers and created a new digital landscape for online interactions. Although an increasing number of virtual influencers - computer-generated agents are developing partnerships with organizations and brands to connect with social media users, there is a paucity of research exploring the mechanism underlying the endorsement of virtual influencers. With an online experiment (N = 320), this study investigated the effects of using virtual influencers in branding. Particularly, we examined how variations in humanlike appearances affect two-dimensional anthropomorphism and para-social interaction in the communication process. In general, results showed that respondents perceived higher levels of mindful anthropomorphism and stronger para-social interactions with virtual influencers that had a more humanlike appearance, leading to more favorable brand attitudes and higher purchase intentions. No significant difference in branding effects was found between a highly humanlike virtual influencer and a real human. Additionally, the branding effects were not different between using a moderately humanlike virtual influencer and a highly humanlike one or a real human endorser via mindless anthropomorphism. Findings provide both theoretical and practical insights into using virtual influencers in branding.

Virtual Influencers in Advertisements: Examining the Role of Authenticity and Identification

As vision-oriented graphic technologies and artificial intelligence (AI) advance, many brands have started using virtual influencers (VIs), which are computer-generated figures with humanlike features, in their marketing efforts. Although VIs are nonhumans, consumers still interact with them socially and emotionally. However, understanding is limited regarding the advertising effects of VIs and their humanlike cues. Therefore, the present research investigated how more versus less humanlike VIs influenced consumers’ advertising attitudes and purchase intentions. Also, two mediating variables underlying this relationship were investigated: authenticity and identification (i.e., perceived similarity and wishful identification). Two studies (N = 178, N = 162) using one-factor, two-condition (more versus less humanlike VIs) between-subject experiments were conducted. The results suggested that participants perceived more humanlike VIs as more authentic, leading to more favorable advertising attitudes and higher purchase intentions across the two studies. Only one study using the hedonic product showed that perceived similarity and wishful identification mediated the advertising effects. Implications for theory and practice are discussed.