Virtual Influencer Credibility and Purchase Intention: The Mediating Role of Consumer Skepticism in China

Abstract

This study investigates how source credibility of virtual influencers affects purchase intention, with particular attention to the mediating role of consumer skepticism. An online survey was conducted among Chinese consumers who had prior exposure to virtual influencer content. Survey data collected from 350 valid respondents were analysed using structural equation modelling with AMOS 24.0. Results confirm that source credibility positively influences purchase intention and negatively influences consumer skepticism, which in turn negatively affects purchase intention. Bootstrap analysis with 5,000 resamples reveals that consumer skepticism partially mediates the credibility-intention relationship, with the indirect effect accounting for 26.53% of the total effect. These findings extend source credibility theory to the virtual influencer context and highlight the critical role of skepticism reduction in digital persuasion processes. The study contributes to the emerging literature on virtual influencer marketing by identifying consumer skepticism as a key psychological mechanism. Practical implications for brand managers in selecting, designing, and operating virtual influencers are discussed, along with directions for future research.