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Anthropomorphism of virtual influencers: A congruence perspective

Author

Listed:
  • Cao, Yijia
  • Yao, Yongheng (Angus)
  • Wang, Fang

Abstract

Anthropomorphism is a defining element in virtual influencer design and a key driver of how audiences perceive and respond to them. Building on prior work that examined individual anthropomorphic features, this research aims to investigate how congruence between two core dimensions of anthropomorphism—appearance and behavior—shapes audience responses, with a particular focus on purchase intention and the mediating role of psychological distance. Data were collected through an online survey of Instagram users who followed virtual influencers (N = 362) and analyzed using polynomial regression with response surface analysis (PRRSA). Results indicate that anthropomorphic congruence enhances purchase intention following a commensurate compatibility pattern along the misfit line and a linear effect along the fit line. When incongruence occurs, behavior-dominant anthropomorphism elicits more favorable responses than appearance-dominant anthropomorphism. Psychological distance partially mediates the relationship between anthropomorphic congruence and purchase intention. Overall, this research demonstrates the importance of anthropomorphic congruence for enhancing virtual influencer effectiveness and reveals asymmetric effects between appearance and behavior. It advances theoretical understanding of anthropomorphic design in human–AI interactions and offers actionable implications for marketers to develop effective virtual influencer strategies.

Suggested Citation

  • Cao, Yijia & Yao, Yongheng (Angus) & Wang, Fang, 2026. "Anthropomorphism of virtual influencers: A congruence perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    • Handle: RePEc:eee:joreco:v:89:y:2026:i:pa:s0969698925003595
    DOI: 10.1016/j.jretconser.2025.104580
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    References listed on IDEAS

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