Technology Adoption Behavior: Role of Virtual Influencer Towards Purchase Intention of High-Tech Gadgets

Abstract

The rapid advancement of technology and the increasing popularity of social media have led to the emergence of a new generation of marketing agents known as virtual influencers. To investigate the psychological and social dynamics that shape consumer purchase intentions toward gadgets after engaging with virtual influencers. The study used a structured questionnaire; the model was tested using Jamovi software. The study revealed various psychological and social dynamics that include the perception of gadget enthusiasm, parasocial relationships, novelty-seeking behavior, homophily, technological innovativeness, opinion leadership, materialism, and trust in AI-generated information, and how these factors collectively influence purchasing decisions. Through this research, marketers and virtual influencers identify their perception of the consumer’s psychological and social dynamics. In the future, the researcher can consider other dynamics that influence consumers to change their perception toward products marketed by virtual influencers on various social media sites.