The Influence of Parasocial Relationships, Pseudo-Interactivity and Emotional Attachment on Consumers’ Purchase Intention for Virtual Idol-Endorsed Products

Yap, Yee Chin (2026) The Influence of Parasocial Relationships, Pseudo-Interactivity and Emotional Attachment on Consumers’ Purchase Intention for Virtual Idol-Endorsed Products. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

The rapid growth of virtual idols and AI-generated influencers has transformed contemporary digital marketing and consumer engagement strategies, particularly among Generation Z consumers who are highly immersed in digital entertainment ecosystems. Through interactive social media platforms, virtual idols are increasingly used by brands to promote products and establish emotional connections with consumers. Despite the growing commercial importance of virtual idols, existing literature has largely focused on traditional celebrities, social media influencers, and sports figures, while limited attention has been given to the psychological mechanisms underlying consumers’ purchase intention towards virtual idol-endorsed products. Furthermore, previous studies often examine emotional, relational, or identity-based constructs separately, resulting in a fragmented understanding of consumer behaviour in virtual idol environments. Therefore, this study aims to examine the direct, mediating, serial mediating, moderating, and moderated mediation relationships among Pseudo-Interactivity, Parasocial Relationship, Emotional Attachment, Fan Identification, and Purchase Intention within the context of virtual idol endorsement. Specifically, the study investigates how pseudo-interactive experiences and parasocial relationships influence consumers’ purchase intention both directly and indirectly through emotional attachment, while also examining the moderating role of fan identification. A quantitative research approach was employed using a cross-sectional survey design. Data were collected from 385 Generation Z respondents through structured questionnaires distributed via online platforms. The collected data were analysed using the Statistical Package for the Social Sciences (SPSS) and Hayes’ PROCESS Macro. Several statistical analyses were conducted, including descriptive analysis, reliability analysis, validity analysis, simple linear regression, mediation analysis, serial mediation analysis, moderation analysis, and moderated mediation analysis. A total of 11 hypotheses were tested in this study. The findings reveal that all eleven hypotheses were supported. The study contributes to the literature by providing an integrated psychological mechanism that explains virtual idol consumption behaviour through interaction-based, relational, emotional, and identity-related processes. Practically, the findings provide valuable insights for marketers, digital platform developers, and virtual idol content creators seeking to design psychologically layered engagement strategies that strengthen consumer behavioural intention. Nevertheless, the study is limited by its cross-sectional design, reliance on self-reported data, and focus on Generation Z consumers, which may restrict causal interpretation and generalisability. Future research is recommended to adopt longitudinal and behavioural approaches, incorporate cognitive-related variables, and conduct cross-platform or cross-cultural comparisons to further enhance understanding of virtual idol consumer behaviour in evolving digital entertainment environments.