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The Effects of AI Attributes and Parasocial Relationships on Behavioral Intention Toward Virtual Influencers

Year: 2026

Type: article

Abstract: This study examines the extent to which AI applicants such as virtual influencers develop parasocial relationships (PSRs) with people and how this relationship influences utilitarian and hedonic values, ultimately shaping behavioral intention. Furthermore, it investigates the direct and indirect effects of intelligence, and both external and internal anthropomorphism, on behavioral intention toward virtual influencers. To test the research model, survey data were analyzed using Partial Least Squares. The findings indicate that PSR directly influences behavioral intention and also affects it indirectly via utilitarian and hedonic values. External anthropomorphism enhances hedonic value, while internal anthropomorphism strengthens PSR. Moreover, intelligence significantly impacts PSR and both value types. This study contributes theoretically by clarifying how user perceptions relate to behavioral intentions toward AI applications and offers practical guidance for developers and marketers in designing effective interaction strategies.

Source: Journal of Organizational and End User Computing

DOI: 10.4018/joeuc.405169

Authors: Ping Wang, Sundong Kwon, Wei-Keon Zhang

Institutions: Chungbuk National University, Cheongju University

Language: Ndonga

Topic: AI in Service Interactions

Subfield: Artificial Intelligence

Field: Computer Science

Domain: Physical Sciences

Open Access status: diamond

Funders: National Research Foundation, Ministry of Education, National Research Foundation of Korea

OpenAlex ID: W7140133887

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