MDOI › International Journal of Multidisciplinary Studies and Innovative Researchs › 110.0271/INT.2026.00245

Article

From reality to virtuality: Unveiling Gen Z's purchasing behavior through virtual influencers in the metaverse

Tri Quan Dang, Tan Minh Nguyen, Phuc Thien Tran, Tien Thao Cong Phan, Thach Bao Huynh, Luan Thanh Nguyen 2025 International Journal of Multidisciplinary Studies and Innovative Researchs

Access Resource Linked Document

Abstract

The primary aim of this study is to examine the factors influencing Generation Z's(GenZ) purchase intentions through their interactions with virtual influencers (VIs). Utilizing judgmental sampling, a sample of 352 individuals with prior experience as VIs was selected to address the research objectives. The data were analyzed using a mixed-method approach, incorporating fuzzy-set Qualitative Comparative Analysis (fsQCA), Partial Least Squares Structural Equation Modeling (PLS-SEM), and Artificial Neural Networks (ANN techniques). The findings highlight the pivotal roles of virtual influencer quality and social presence in shaping purchase intentions, mediated by customer satisfaction. These results underscore the necessity for practitioners to consider the influence of VIs on purchase behavior via customer satisfaction. The study offers valuable insights to firms, aiding in the development of strategies to enhance the effectiveness of VIs in capturing customer attention. By investigating the interplay between virtual influencer quality, social presence, customer satisfaction, and purchase intentions, the research contributes to a deeper understanding of consumer behavior in the context of virtual influencers.

Identifier Metadata

Identifier	110.0271/INT.2026.00245
Canonical	mdoi:110.0271/INT.2026.00245
Resolver URL	https://mdoi.org/110.0271/INT.2026.00245
Resource URL	Open resource
Document URL	Open document
Content Type	Article
Authors	Tri Quan Dang, Tan Minh Nguyen, Phuc Thien Tran, Tien Thao Cong Phan, Thach Bao Huynh, Luan Thanh Nguyen
Year	2025
Depositor	International Journal of Multidisciplinary Studies and Innovative Researchs Organisation
Prefix	110.0271
Registered	June 22, 2026
Updated	June 22, 2026
Status	Active
Visibility	Public

Cite This Identifier

APA 7th Edition

Click to copy

MLA 9th Edition

Click to copy

Chicago 17th Edition

Click to copy

BibTeX

Click to copy

Persistent Identifier

mdoi:110.0271/INT.2026.00245

Click to copy

MDOI membership MDOI registry MDOI guidelines

About MDOI

MDOI identifiers are permanent and unique identifiers assigned to digital objects to ensure long-term access, tracking, and referencing.

MDOI provides a permanent identity for digital objects.
Each MDOI is unique and points to one specific resource.
The prefix, such as 110.XXXX, identifies the registrant.
The suffix identifies the exact digital object.
MDOI remains stable even when a website URL changes.
It helps prevent broken links in digital publishing.
It makes academic and digital resources easier to find and cite.
MDOI supports proper tracking and management of digital content.
It improves the credibility and visibility of published resources.
MDOI ensures digital objects remain accessible, traceable, and reliable over time.

Registered by International Journal of Multidisciplinary Studies and Innovative Researchs

From reality to virtuality: Unveiling Gen Z's purchasing behavior through virtual influencers in the metaverse

Related Identifiers 6