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<p>In the context of digital transformation, Virtual Key Opinion Leaders (VKOLs) have become pivotal in influencing consumer behavior within immersive online environments. While prior studies have primarily emphasized emotional engagement, this study investigates the joint effects of cognitive and emotional mechanisms on consumer purchase intentions in VKOL interactions. Drawing on a multi-level analytical framework, we employ Hierarchical Linear Modeling (HLM) based on 818 valid survey responses to examine how perceived interactivity (a group-level cognitive construct), content gratification, and emotional attachment shape consumer decision-making. The results indicate that both cognitive and emotional pathways significantly predict purchase intention, with emotional attachment exerting a particularly strong influence. These findings highlight the importance of considering dual mechanisms in VKOL-driven persuasion. This study contributes to the literature on digital consumer behavior by integrating cognitive and emotional pathways within human–technology interaction contexts. The study also provides actionable insights for digital marketers seeking to enhance consumer engagement through VKOL strategies in e-commerce platforms.</p>

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Beyond the avatar: how virtual key opinion leaders shape purchase intentions through cognitive and emotional engagement

  • 期刊论文

  • 发表日期：

    2025年12月4日

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  • Shiu-Wan Hung,
  • Che-Wei Chang,
  • Yong-Xin Liang

摘要

In the context of digital transformation, Virtual Key Opinion Leaders (VKOLs) have become pivotal in influencing consumer behavior within immersive online environments. While prior studies have primarily emphasized emotional engagement, this study investigates the joint effects of cognitive and emotional mechanisms on consumer purchase intentions in VKOL interactions. Drawing on a multi-level analytical framework, we employ Hierarchical Linear Modeling (HLM) based on 818 valid survey responses to examine how perceived interactivity (a group-level cognitive construct), content gratification, and emotional attachment shape consumer decision-making. The results indicate that both cognitive and emotional pathways significantly predict purchase intention, with emotional attachment exerting a particularly strong influence. These findings highlight the importance of considering dual mechanisms in VKOL-driven persuasion. This study contributes to the literature on digital consumer behavior by integrating cognitive and emotional pathways within human–technology interaction contexts. The study also provides actionable insights for digital marketers seeking to enhance consumer engagement through VKOL strategies in e-commerce platforms.