How scenery shapes virtual endorser effectiveness: the role of physical presence and pictorial distance

The advent of artificial intelligence has introduced novel alternatives to traditional human endorsers, but how to boost the persuasiveness of virtual endorsers remains to be explored. The existing literature has predominantly focused on the inherent characteristics of virtual endorsers, yet overlooked the scenic construction in which these endorsers display products. Drawing on media richness theory, this research undertakes four experiments to demonstrate that virtual endorsers lead to lower purchase intention than real endorsers (Studies 1–4). Besides, this effect is attributed to a higher perceived risk triggered by lower information richness (Study 2). Further, the negative effect of virtual endorsers on purchase intention can be mitigated by physical presence (Study 3) and pictorial distance (Study 4). Specifically, when physical presence is high or pictorial distance is large, the perceived risk associated with virtual endorsers decreases, thereby enhancing purchase intention. This research enriches the human–computer interaction literature by incorporating scenic elements into display design and provides actional insights for brand promotion with virtual endorsers on social media platforms.