가상 인간 인플루언서의 인간 유사성이 소비자 태도에 미치는 영향: 매력성과 호기심의 이중직렬매개효과를 중심으로

This study aims to examine the dual serial mediation effect of attractiveness and curiosity in the relationship between the human similarity (both external and internal) of virtual influencers and consumer attitudes. A self-administered survey was conducted among male and female university students, and a total of 177 responses were used for analysis. The data were analyzed using the Process Macro in SPSS, and the results are as follows: First, the human similarity of virtual influencers (both external and internal) showed a significant positive correlation with attractiveness, curiosity, and consumer attitudes. Second, the analysis confirmed the existence of a full dual serial mediation effect of attractiveness and curiosity in the relationship between human similarity and consumer attitudes. Specifically, the external and internal human similarity of virtual influencers did not directly influence consumer attitudes. Instead, it influenced consumer attitudes indirectly through a sequential mediation of attractiveness and curiosity. These findings provide a deeper understanding of how consumer attitudes toward virtual influencers are formed and offer meaningful theoretical and practical implications for the development of advertising, public relations, and marketing strategies utilizing virtual influencers.