The Role of Virtual and Human Influencer Characteristics in Shaping Gen Z Purchases on TikTok: Hybrid SEM-ANN Approach

Abstract

This study examines how human (HI) and virtual influencers (VI) shape consumer responses among Thai Generation Z users (Gen Z) on TikTok. Drawing on Source Credibility Theory (SCT), Parasocial Interaction Theory (PSI), and the Technology Acceptance Model (TAM), the study develops a comparative framework to explain how influencer characteristics affect attitude and purchase-related responses. Data were collected from 400 Generation Z TikTok users in Thailand and analyzed using Govariance-Based Structural Equation Modeling (CB-SEM). The results indicate that both human and virtual influencer characteristics positively influence influencer attitude (IA), which in turn significantly affects purchase decision (PD). However, the total effect of human influencer characteristics on purchase decision is substantially stronger than that of virtual influencers. These findings suggest that while virtual influencers contribute to favorable evaluations through innovation and visual consistency, human influencers remain more effective in translating attitudes into purchase-related outcomes. This study provides comparative evidence from a non-Western context and integrates credibility, relational, and technology-based perspectives into an integrated analytical framework.