From Digital Connection to Consumption: How Emotional Attachment and Trust Mediate Purchase Intentions in Virtual Idol Live Streaming

Abstract

As virtual idols increasingly permeate the live-streaming e-commerce landscape, their influence on consumer behavior has emerged as a pivotal topic within digital marketing. However, empirical evidence on how emotional and cognitive mechanisms jointly shape purchase intentions in virtual idol contexts remains highly limited. This study investigates the complex mechanisms of virtual idol live-streaming by examining three core dimensions: physical attractiveness, technological realism, and social content value. By integrating emotional attachment and perceived trust as key mediating variables, the research empirically tests the pathway structure through which these factors drive purchase intentions. Data were collected via convenience sampling from 839 undergraduate students in Yunnan Province with experience in virtual idol live-streaming. The structural model was estimated and validated using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.1.1.1. Findings reveal that purchase intentions in virtual idol contexts are shaped by a synergy of affective responses and cognitive judgments. Specifically, physical attractiveness does not directly influence purchase intention but operates primarily through the mediation of emotional attachment. Conversely, technological realism exerts both direct effects on purchase intention and indirect influence by bolstering perceived trust. Notably, social content value serves as the most critical driver, significantly promoting both emotional and cognitive mediators while simultaneously exerting a robust direct impact on purchase intention. These results suggest that while visual and technical elements are foundational, the social resonance and emotional bond established by virtual idols are paramount in driving consumer decisions in the digital economy. These findings not only extend the S-O-R framework into the domain of AI-driven marketing but also provide actionable strategic insights for platforms and brands seeking to optimize virtual influencer design and enhance young consumer engagement.