Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Impact of Virtual Influencers' Characteristics on Purchase Intentions Toward Fashion Products: Focusing on the Mediating Effect of Mimetic Desire

버추얼 인플루언서의 특성이 패션제품 구매의도에 미치는 영향: 모방욕구의 매개효과를 중심으로

  • Haram Shin (Dept. of Clothing, Sungshin Women's University) ;
  • Misun Yum (Dept. of Fashion Industry, Sungshin Women's University)
  • 신하람 (성신여자대학교 의류학과) ;
  • 염미선 (성신여자대학교 의류산업학과)
  • Received : 2023.11.16
  • Accepted : 2024.02.05
  • Published : 2024.02.29
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Abstract

Virtual influencers, who are emerging as new players in digital marketing, impact consumers' purchase intentions. They promote positive perceptions and mimetic consumption of specific brands or products through interactions with followers. Therefore, this study aims to examine the effect of the characteristics of virtual influencers on the purchase intention for fashion products through the consumers' mimetic desire. As characteristics of virtual influencers, five factors were set: reality, attractiveness, professionalism, trustworthiness, and curiosity. Data for analysis were collected through an online questionnaire from the 8th to the 15th of August 2023, and 268 data points in total were analyzed using SPSS and Process Macro 4.3. The results of the study showed that the characteristics of virtual influencers all positively affected mimetic desire and purchase intention for fashion products. Moreover, it was found that mimetic desire has a mediating effect between the five characteristics of virtual influencers and the purchase intention for fashion products. Mimetic desire fully mediates the relationship between reality and the intention to purchase fashion products, and partially mediates the relationship between attractiveness, professionalism, trustworthiness, and curiosity and the purchase intention for fashion products. These findings further enhance the understanding of the relationship between virtual influencers and consumer behavior and identify the relationship between virtual influencers, mimetic desire, and fashion product purchase intentions. Consequently, leveraging virtual influencers strategically in digital marketing, the fashion industry can amplify positive brand perceptions, drive consumer engagement, and ultimately foster increased purchase intent.

Keywords

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