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<!doctype html> <html lang="en" xmlns="http://www.w3.org/1999/xhtml" xml:lang="en" version="XHTML+RDFa 1.0" dir="ltr" xmlns:content="http://purl.org/rss/1.0/modules/content/" xmlns:dc="http://purl.org/dc/terms/" xmlns:foaf="http://xmlns.com/foaf/0.1/" xmlns:rdfs="http://www.w3.org/2000/01/rdf-schema#" xmlns:sioc="http://rdfs.org/sioc/ns#" xmlns:sioct="http://rdfs.org/sioc/types#" xmlns:skos="http://www.w3.org/2004/02/skos/core#" xmlns:xsd="http://www.w3.org/2001/XMLSchema#"> <head profile="http://www.w3.org/1999/xhtml/vocab"> <meta charset="utf-8"> <meta name="viewport" content="width=device-width, initial-scale=1, shrink-to-fit=no"> <meta name="google-site-verification" content="S-ejBR-U9Pd1wi7czeZ8I0pH6HWBMtWQq1zIbPoeyBY" /> <script src="https://cmp.osano.com/AzyzptTmRlqVd2LRf/ae923df5-3102-4fd5-823d-d18db6ce5c2f/osano.js"></script> <link rel="stylesheet" href="https://cookie-consent.ieee.org/ieee-cookie-banner.css" type="text/css"/>  <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-NSLFHWSR');</script>   <link rel="stylesheet" href="https://stackpath.bootstrapcdn.com/bootstrap/4.3.1/css/bootstrap.min.css" integrity="sha384-ggOyR0iXCbMQv3Xipma34MD+dH/1fQ784/j6cY/iJTQUOhcWr7x9JvoRxT2MZw1T" crossorigin="anonymous"> <link href="https://fonts.googleapis.com/css2?family=Open+Sans:ital,wght@0,300;0,400;0,600;0,700;0,800;1,300;1,400;1,600;1,700;1,800&family=Roboto:ital,wght@0,100;0,300;0,400;0,500;0,700;0,900;1,100;1,300;1,400;1,500;1,700;1,900&display=swap" rel="stylesheet"> <meta http-equiv="Content-Type" content="text/html; charset=utf-8" /> <script type="application/ld+json">{ "@context": "https://schema.org", "@graph": [ { "@type": "Dataset", "name": "Virtual Influencer Effects in China\u0027s Gen Z Market: How Core Characteristics and Dual Moderation Shape Purchase Intentions", "description": "Virtual influencers have become a key tool in modern marketing due to their high controllability and cost-effectiveness, gradually replacing traditional influencers and celebrities. This study focuses on virtual influencers as brand endorsers, based on signaling theory and attachment theory, exploring the influence of five key characteristics - controllability, interactivity, parasocial relationship, influencer-product congruence, and source credibility on the purchase intension of Chinese Generation Z consumers. The study used a quantitative approach to collect datathrough a structured questionnaire distributed to 403 Chinese Generation Z consumers, with the sample covering different city tiers to reflect regional diversity. The data were subjected to exploratory factor analysis (EFA), and the structural equation modeling using the partial least squares (PLS-SEM) method. The results show that all five key characteristics of virtual influencers significantly and positively influence consumer purchase intentions. Brand equity moderated the effects of controllability and influencer- product congruence on purchase intention, while emotional attachment amplified the roles of interactivity, parasocial relationships, and source credibility. However, some of the moderating effects did not reach statistical significance, suggesting that the traditional moderating structure may not adequately reflect the dynamic impact of the virtual influencer\u0027s non-human characteristics and its high controllability. This study expands the application of signaling theory and attachment theory to reveal the unique role of brand equity and emotional attachment in the context of virtual influencer. 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</div> </div> </div> <div class="container-fluid" id="infocard"> <div class="row py-4 mx-auto"> <div class="col-12"> <div class="addthis_inline_share_toolbox float-right"></div><h1>Virtual Influencer Effects in China's Gen Z Market: How Core Characteristics and Dual Moderation Shape Purchase Intentions</h1> </div> </div> <div class="row mx-auto"> <div class="col-lg-3 pb-1 featured-image"> <img src="https://ieee-dataport.org/sites/default/files/styles/3x2/public/tags/images/library-1666702_1920.jpg?itok=Ebp5Dvha"> </div> <div class="col-xs-12 col-md-9 col-lg-5"> <dl class="topinfo"> <dt>Citation Author(s):</dt> <dd> <div class="field field-name-field-dataset-authors field-type-field-collection field-label-hidden"><div class="field-items"><div class="field-item even"><div class="entity entity-field-collection-item field-collection-item-field-dataset-authors clearfix" about="/field-collection/field-dataset-authors/25320" typeof=""> <div class="content"> <div class="field field-name-field-first-name field-type-text field-label-hidden"><div class="field-items"><div class="field-item even">Ying</div></div></div><div class="field field-name-field-last-name field-type-text field-label-hidden"><div class="field-items"><div class="field-item even">Wang</div></div></div> </div> </div> </div></div></div> </dd> <dt>Submitted by:</dt> <dd><span rel="sioc:has_creator"><span rel="sioc:has_creator"><a href="/authors/ying-wang-5" title="View user profile." class="username" xml:lang="" about="/authors/ying-wang-5" typeof="sioc:UserAccount" property="foaf:name" datatype="">Ying Wang</a></span></span></dd> <dt>Last updated:</dt> <dd>Sat, 02/15/2025 - 12:44</dd> <dt>DOI:</dt> <dd><a href="https://dx.doi.org/10.21227/ebev-av78" target="_blank">10.21227/ebev-av78</a></dd> <dt>License:</dt> <dd><div class="field field-name-field-additional-license field-type-link-field field-label-hidden"><div class="field-items"><div class="field-item even"><a href="https://creativecommons.org/licenses/by/4.0/" class="ccby" target="_blank">Creative Commons Attribution</a></div></div></div></dd> </dl> </div> <div class="col-xs-12 offset-xs-0 col-lg-4 offset-md-3 offset-lg-0 col-md-9"> <div><img src="/sites/all/themes/dataport/images/view.svg" style="height: 1.5em; margin-bottom: .5rem"> 21 Views</div> <dl class="topinfo"> <dt>Categories:</dt> <dd> <div class="field field-name-field-tags field-type-entityreference field-label-hidden"><div class="field-items"><div class="field-item even"><a href="/topic-tags/social-sciences">Social Sciences</a></div></div></div> </dd> <dt>Keywords:</dt> <dd> <div class="field field-name-field-keywords field-type-taxonomy-term-reference field-label-hidden"><div class="field-items"><div class="field-item even"><a href="/keywords/virtual-influencer-virtual-endorser-brand-endorsement-purchase-intention-generation-z">Virtual Influencer; virtual endorser; brand endorsement; purchase intention; generation Z; consumer behavior; Artificial Intelligence; social media marketing; signaling theory; attachment theory</a></div></div></div> </dd> </dl> </div> </div> <div class="row mx-auto"> <div class="col-lg-3 pb-3"> <div class="field field-name-field-rating field-type-fivestar field-label-hidden"><div class="field-items"><div class="field-item even"><div class="clearfix fivestar-average-stars"><div class="fivestar-static-item"><div class="form-item form-type-item"> <div class="fivestar-basic"><div class="fivestar-widget-static fivestar-widget-static-vote fivestar-widget-static-5 clearfix"><div class="star star-1 star-odd star-first"><span class="off">0</span></div><div class="star star-2 star-even"><span class="off"></span></div><div class="star star-3 star-odd"><span class="off"></span></div><div class="star star-4 star-even"><span class="off"></span></div><div class="star star-5 star-odd star-last"><span class="off"></span></div></div></div> <div class="description"><div class="fivestar-summary fivestar-summary-"></div></div> </div> </div></div></div></div></div> <span style="font-style: italic; font-size: 85%; color: #999; padding-left: 0.5em; line-height: 19px;">0 ratings - Please <a href="/saml_login/?idp=IEEEDataport&destination=/documents/virtual-influencer-effects-chinas-gen-z-market-how-core-characteristics-and-dual" style="color: #999; text-decoration: underline;">login</a> to submit your rating.</span> </div> <div class="col-lg-9 pb-3"> <a class="btn btn-primary mr-3" href="#files"><i class="icon down-arrow"></i>ACCESS DATASET</a> <a class="btn btn-primary mr-3" href="#" id="cite" data-toggle="modal" data-target="#citeModal"><i class="icon quote"></i>CITE</a> <a class="btn btn-primary mr-3" href="#" id="share" data-toggle="modal" data-target="#shareModal"><i class="icon share"></i>SHARE/EMBED</a> </div> </div> </div> <main class="container-fluid" id="main"> <div class="row py-4 mx-auto"> <div class="col-lg-8 col-md-12 pr-5"> <div id="main-content"> <span property="dc:title" content="Brazilian Flights Dataset" class="rdf-meta element-hidden"></span><span property="sioc:num_replies" content="0" datatype="xsd:integer" class="rdf-meta element-hidden"></span> <div class="content"> <h4>Abstract </h4> <div class="field field-name-body field-type-text-with-summary field-label-hidden"><div class="field-items"><div class="field-item even" property="content:encoded"><p class="p1">Virtual influencers have become a key tool in modern聽marketing due to their high controllability and cost-effectiveness,聽gradually replacing traditional influencers and celebrities. This聽study focuses on virtual influencers as brand endorsers, based on聽signaling theory and attachment theory, exploring the influence of聽five key characteristics - controllability, interactivity, parasocial聽relationship, influencer-product congruence, and source聽credibility on the purchase intension of Chinese Generation Z聽consumers. The study used a quantitative approach to collect data</p> <p class="p1">through a structured questionnaire distributed to 403 Chinese聽Generation Z consumers, with the sample covering different city聽tiers to reflect regional diversity. The data were subjected to聽exploratory factor analysis (EFA), and the structural equation聽modeling using the partial least squares (PLS-SEM) method. The聽results show that all five key characteristics of virtual influencers聽significantly and positively influence consumer purchase聽intentions. Brand equity moderated the effects of controllability聽and influencer- product congruence on purchase intention, while聽emotional attachment amplified the roles of interactivity,聽parasocial relationships, and source credibility. However, some of聽the moderating effects did not reach statistical significance,聽suggesting that the traditional moderating structure may not聽adequately reflect the dynamic impact of the virtual influencer's聽non-human characteristics and its high controllability. This study聽expands the application of signaling theory and attachment theory聽to reveal the unique role of brand equity and emotional聽attachment in the context of virtual influencer. The findings聽provide guidance for companies to optimize their virtual聽influencer marketing strategies.</p> </div></div></div><div class="field field-name-field-instructions field-type-text-long field-label-above"><div class="field-label">Instructions: </div><div class="field-items"><div class="field-item even"><p>This dataset is derived from a survey on the intention to payment of virtual influencers as endorsers in China's Generation Z demographic. Data on relevant characteristics were collected using a self-reported questionnaire. The dataset includes a basic demographic survey of participants, multiple characteristics of virtual influencers, and aspects of two moderating variables.</p> <p>You can import this dataset into data analysis platforms such as SPSS, SmartPLS, etc. for statistical analysis.</p> </div></div></div> </div> </div> </div> <div class="col-lg-4 col-md-12"> <div class="column-box"> <h4>Dataset Files</h4><a name="files"></a> <ul class="filelist list-group list-group-flush pl-0"><ul class="filelist list-group list-group-flush pl-0"></ul></ul><em>Files have not been uploaded for this dataset</em> </div> <div class="pt-4"> <h4>Documentation</h4> <div class="field field-name-field-documentation field-type-file field-label-hidden"><div class="field-items"><div class="field-item even"><table class="sticky-enabled"> <thead><tr><th>Attachment</th><th>Size</th> </tr></thead> <tbody> <tr class="odd"><td><span class="file"><img alt="File" title="TXT" src="/sites/all/themes/dataport/images/file-icons/txt.svg" width="24"> <a href="https://ieee-dataport.s3.amazonaws.com/docs/1343809/questionnaire%20data.txt?response-content-disposition=attachment%3B%20filename%3D%22questionnaire%20data.txt%22&X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Credential=AKIAJOHYI4KJCE6Q7MIQ%2F20250218%2Fus-east-1%2Fs3%2Faws4_request&X-Amz-Date=20250218T164208Z&X-Amz-SignedHeaders=Host&X-Amz-Expires=86400&X-Amz-Signature=999a13b88531346358cdce6e92dde4ee7d63a54a5f45cbe67cb28ef482784c9d&57pIA1eTnZQ5MZ7kN_zoO.xans6gCLbr" type="text/plain; length=76826">questionnaire data.txt</a></span></td><td>75.03 KB</td> </tr> </tbody> </table> </div></div></div> </div> <p> </p>  <script type="text/javascript">if (!window.AdButler){(function(){var s = document.createElement("script"); s.async = true; s.type = "text/javascript"; s.src = 'https://ads.associationmediagroup.com/app.js'; var n = document.getElementsByTagName("script")[0]; n.parentNode.insertBefore(s, n);}());}</script> <script type="text/javascript"> var AdButler = AdButler || {}; AdButler.ads = AdButler.ads || []; var abkw = window.abkw || ''; var plc779116 = window.plc779116 || 0; document.write('<'+'div id="placement_779116_'+plc779116+'"></'+'div>'); AdButler.ads.push({handler: function(opt){ AdButler.register(172818, 779116, [300,600], 'placement_779116_'+opt.place, opt); }, opt: { place: plc779116++, keywords: abkw, domain: 'ads.associationmediagroup.com', click: 'CLICK_MACRO_PLACEHOLDER' }}); </script> <div class="pt-4"> <h4>QUESTIONS?</h4> <ul class="list-group list-group-flush"> <li class="list-group-item list-group-item-action"><img src="/sites/all/themes/dataport/images/email.svg" style="height: 12px; margin-left: -20px; vertical-align: baseline;"> <a href="/saml_login/?idp=IEEEDataport&destination=/documents/virtual-influencer-effects-chinas-gen-z-market-how-core-characteristics-and-dual">Login to Send Author a Private Message</a></li> <li class="list-group-item list-group-item-action"><img src="/sites/all/themes/dataport/images/caution.svg" style="height: 13px; margin-left: -20px; vertical-align: baseline;"> <a href="/contact">Report a problem with this Dataset</a></li> </ul> </div> </div> </div> </main> <div class="modal fade" id="accessModal" tabindex="-1" role="dialog" aria-labelledby="accessModal" aria-hidden="true"> <div class="modal-dialog modal-lg modal-dialog-centered" role="document"> <div class="modal-content"> <div class="modal-header"> <h5 class="modal-title" id="exampleModalLongTitle">Dataset Access</h5> <button type="button" class="close" data-dismiss="modal" aria-label="Close"> <span aria-hidden="true">×</span> </button> </div> <div class="modal-body"> <h3>How to Access this Dataset</h3> <p>This dataset requires an IEEE DataPort Subscription.</p><p>For all IEEE Society Members, please <a href="/saml_login/?idp=IEEEDataport&destination=/documents/virtual-influencer-effects-chinas-gen-z-market-how-core-characteristics-and-dual"><strong>login now</strong></a> to the IEEE DataPort platform to access your FREE IEEE DataPort Subscription.</p> <p> <a href="/subscribe" class="btn btn-primary btn-lg">Subscribe Now</a> </p> </div> </div> </div> </div> <div class="modal fade" id="uploadModal" tabindex="-1" role="dialog" aria-labelledby="uploadModal" aria-hidden="true"> <div class="modal-dialog modal-lg modal-dialog-centered" role="document"> <div class="modal-content"> <div class="modal-header"> <h5 class="modal-title" id="exampleModalLongTitle">Upload your Dataset</h5> <button type="button" class="close" data-dismiss="modal" aria-label="Close"> <span aria-hidden="true">×</span> </button> </div> <div class="modal-body"> <h3>How to Upload Dataset Files Directly to AWS</h3> <p>IEEE DataPort Subscribers may upload their dataset files directly to IEEE DataPort's AWS S3 file storage. Please read the <a href="https://ieee-dataport.org/help/upload-your-files-directly-ieee-dataport-s3-bucket" target="_blank">Upload Your Files directly to the IEEE DataPort S3 Bucket</a> help topic for detailed instructions.</p><p>You will need the following information to complete your upload:</p> <ol> <li>Your AWS Access Key and Secret key, which can be found on your <a href="/user">IEEE DataPort User Profile</a>.</li> <li><em>DATASET TYPE:</em> data</li> <li><em>USERID:</em> 0</li> <li><em>DATASETID:</em> 14817</li> </ol> </div> </div> </div> </div> <div class="modal fade" id="citeModal" tabindex="-1" role="dialog" aria-labelledby="citeModal" aria-hidden="true"> <div class="modal-dialog modal-lg modal-dialog-centered" role="document"> <div class="modal-content"> <div class="modal-header"> <h5 class="modal-title" id="exampleModalLongTitle">Dataset Citation</h5> <button type="button" class="close" data-dismiss="modal" aria-label="Close"> <span aria-hidden="true">×</span> </button> </div> <div class="modal-body"> <div id="accordion"> <div class="card z-depth-0"> <div class="card-header" id="headingOne"> <h5 class="mb-0"> <a class="btn-link d-inline-block w-100" role="button" data-toggle="collapse" data-target="#ieee" aria-expanded="true" aria-controls="collapseOne"> IEEE </a> </h5> </div> <div id="ieee" class="collapse show" aria-labelledby="headingOne" data-parent="#accordion"> <div class="card-body"> Ying Wang, February 15, 2025, "Virtual Influencer Effects in China's Gen Z Market: How Core Characteristics and Dual Moderation Shape Purchase Intentions", IEEE Dataport, doi: https://dx.doi.org/10.21227/ebev-av78. </div> </div> </div> <div class="card z-depth-0"> <div class="card-header" id="headingTwo"> <h5 class="mb-0"> <a class="btn-link d-inline-block w-100" role="button" data-toggle="collapse" data-target="#bibtex" aria-expanded="false" aria-controls="collapseTwo"> BibTeX </a> </h5> </div> <div id="bibtex" class="collapse" aria-labelledby="headingTwo" data-parent="#accordion"> <div class="card-body"> @data{ebev-av78-25,<br /> doi = {10.21227/ebev-av78},<br /> url = {https://dx.doi.org/10.21227/ebev-av78},<br /> author = {Wang, Ying},<br /> publisher = {IEEE Dataport},<br /> title = {Virtual Influencer Effects in China's Gen Z Market: How Core Characteristics and Dual Moderation Shape Purchase Intentions},<br /> year = {2025} } </div> </div> </div> <div class="card z-depth-0"> <div class="card-header" id="headingThree"> <h5 class="mb-0"> <a class="btn-link d-inline-block w-100" role="button" data-toggle="collapse" data-target="#ris" aria-expanded="false" aria-controls="collapseThree"> RIS </a> </h5> </div> <div id="ris" class="collapse" aria-labelledby="headingThree" data-parent="#accordion"> <div class="card-body"> TY - DATA<br /> T1 - Virtual Influencer Effects in China's Gen Z Market: How Core Characteristics and Dual Moderation Shape Purchase Intentions<br /> AU - Ying Wang<br /> PY - 2025<br /> PB - IEEE Dataport<br /> UR - 10.21227/ebev-av78<br /> ER - <br /> </div> </div> </div> <div class="card z-depth-0"> <div class="card-header" id="headingFour"> <h5 class="mb-0"> <a class="btn-link d-inline-block w-100" role="button" data-toggle="collapse" data-target="#apa" aria-expanded="false" aria-controls="collapseFour"> APA </a> </h5> </div> <div id="apa" class="collapse" aria-labelledby="headingFour" data-parent="#accordion"> <div class="card-body"> Ying Wang. (2025). Virtual Influencer Effects in China's Gen Z Market: How Core Characteristics and Dual Moderation Shape Purchase Intentions. IEEE Dataport. https://dx.doi.org/10.21227/ebev-av78 </div> </div> </div> <div class="card z-depth-0"> <div class="card-header" id="headingFive"> <h5 class="mb-0"> <a class="btn-link d-inline-block w-100" role="button" data-toggle="collapse" data-target="#harvard" aria-expanded="false" aria-controls="headingFive"> Harvard </a> </h5> </div> <div id="harvard" class="collapse" aria-labelledby="headingFive" data-parent="#accordion"> <div class="card-body"> Ying Wang, 2025. Virtual Influencer Effects in China's Gen Z Market: How Core Characteristics and Dual Moderation Shape Purchase Intentions. Available at: https://dx.doi.org/10.21227/ebev-av78. </div> </div> </div> <div class="card z-depth-0"> <div class="card-header" id="headingSix"> <h5 class="mb-0"> <a class="btn-link d-inline-block w-100" role="button" data-toggle="collapse" data-target="#mla" aria-expanded="false" aria-controls="headingSix"> MLA </a> </h5> </div> <div id="mla" class="collapse" aria-labelledby="headingSix" data-parent="#accordion"> <div class="card-body"> Ying Wang. (2025). "Virtual Influencer Effects in China's Gen Z Market: How Core Characteristics and Dual Moderation Shape Purchase Intentions." Web. </div> </div> </div> <div class="card z-depth-0"> <div class="card-header" id="headingSeven"> <h5 class="mb-0"> <a class="btn-link d-inline-block w-100" role="button" data-toggle="collapse" data-target="#vancouver" aria-expanded="false" aria-controls="headingSeven"> Vancouver </a> </h5> </div> <div id="vancouver" class="collapse" aria-labelledby="headingSeven" data-parent="#accordion"> <div class="card-body"> 1. Ying Wang. Virtual Influencer Effects in China's Gen Z Market: How Core Characteristics and Dual Moderation Shape Purchase Intentions [Internet]. IEEE Dataport; 2025. Available from : https://dx.doi.org/10.21227/ebev-av78 </div> </div> </div> <div class="card z-depth-0"> <div class="card-header" id="headingEight"> <h5 class="mb-0"> <a class="btn-link d-inline-block w-100" role="button" data-toggle="collapse" data-target="#chicago" aria-expanded="false" aria-controls="headingEight"> Chicago </a> </h5> </div> <div id="chicago" class="collapse" aria-labelledby="headingEight" data-parent="#accordion"> <div class="card-body"> Ying Wang. "Virtual Influencer Effects in China's Gen Z Market: How Core Characteristics and Dual Moderation Shape Purchase Intentions." doi: 10.21227/ebev-av78 </div> </div> </div> </div> </div> <div class="modal-footer"> <button type="button" class="btn btn-secondary" data-dismiss="modal">Close</button> </div> </div> </div> </div> <div class="modal fade" id="shareModal" tabindex="-1" role="dialog" aria-labelledby="shareModal" aria-hidden="true"> <div class="modal-dialog modal-lg modal-dialog-centered" role="document"> <div class="modal-content"> <div class="modal-header"> <h5 class="modal-title" id="exampleModalLongTitle">Share / Embed</h5> <button type="button" class="close" data-dismiss="modal" aria-label="Close"> <span aria-hidden="true">×</span> </button> </div> <div class="modal-body"> <div class="card"> <div class="card-body"> <h4 class="card-title">Embed this dataset on another website</h4> <p style="padding-bottom: 10px;">Copy and paste the HTML code below to embed your dataset:</p> <textarea name="embed-code" id="emded-code" style="width: 100%; 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