The Impact of VTubers and Streamers on the Purchase Intention of Otaku and Non-Otaku Respondents: A Comparative Study

Abstract

This study aims to examine the impact of two types of influencers, VTubers and streamers, on the purchase intention of Otaku and non-Otaku respondents. A quantitative approach using an online survey was conducted among Thai respondents (N = 686) to assess the influence of expertise, attractiveness, and trustworthiness on their purchase intention induced by VTubers and streamers. The results indicate that expertise, attractiveness, and trustworthiness are significant predictors of purchase intention for both types of influencers. However, the impact of these predictors varies depending on the type of influencer and respondent. The findings contribute to the literature on influencer marketing, source credibility, and Otaku subculture and have implications for marketers and content creators in the influencer marketing industry.