What Drives Fans to Pay for Virtual YouTubers: The Impact of Technology Factors and Consumer’s Traits on Purchasing Behavior

Based on a nationwide survey in China, this study explores how technology-related factors and consumer traits influence viewers' purchasing intent through the lens of parasocial interaction and the identification within the context of VTubers' live streams. The research reveals that authenticity and perceived interactivity correlate positively with parasocial interaction and social presence. Consumer traits such as empathy also positively influence parasocial interactions and social presence, while social anxiety negatively impacts them. The study also found that parasocial interaction was significantly and positively associated with VTuber identity, while social presence was associated with group identification. It should be noted that parasocial interaction and social presence have no significant correlation with purchasing behavior, except for a significant association between group identification and fans' purchasing behavior. These findings are of particular significance in popular media and culture as they provide valuable insights into how emerging digital trends and virtual content creators, like VTubers, are reshaping consumer behavior and engagement. This understanding is crucial for marketers and content creators seeking to leverage these platforms and technologies to connect with their audiences and drive purchasing decisions in the rapidly evolving digital landscape. As VTubers continue to gain prominence, this research helps illuminate the mechanics behind their popularity, offering a roadmap for both the industry and its consumers in navigating this new era of entertainment and consumerism.