Trust Factors Toward Virtual Influencers and Their Influence on Consumer Attitudes and Purchase Intentions in Thailand

Thanapat Jongkongka; Pachoke Lert-asavapatra; Sathapath Kilaso

Thanapat Jongkongka College of Innovation and Management, Suan Sunandha Rajabhat University
Pachoke Lert-asavapatra College of Innovation and Management, Suan Sunandha Rajabhat University
Sathapath Kilaso College of Innovation and Management, Suan Sunandha Rajabhat University

Keywords: Virtual Influencers, Trust, Attitudes, Purchase Intention

Abstract

This study investigates the influence of trust in Virtual Influencers on consumer attitudes and purchase intentions in Thailand. Using a quantitative research design, data were collected through questionnaires from 400 Thai consumers across different regions. Structural Equation Modeling (SEM) was employed to validate the measurement model and test the proposed hypotheses. The results indicate that trust in Virtual Influencers has a significant direct effect on both consumer attitudes (β = 0.59, p < 0.001) and purchase intentions (β = 0.27, p < 0.001). Additionally, consumer attitude exerts a significant direct influence on purchase intention (β = 0.28, p < 0.001). Together, trust and attitude explain 24% of the variance in purchase intention.