A influência do grau de realismo dos influenciadores virtuais na intenção de compra do consumidor

Abstract

This dissertation investigates how the level of visual realism of virtual influencers affects consumers' purchase intention. Framed within the theoretical debate between the Uncanny Valley effect and the effectiveness of anthropomorphism, the study adopts the Stimulus-Organism-Response (S-O-R) model to examine whether a more human-like appearance promotes higher levels of social presence, credibility, and trust, and whether these factors act as determinants in increasing purchase intention. To this end, a quantitative methodology is employed, using a between-subjects experimental design. Two visual stimuli generated by artificial intelligence were developed: one hyper-realistic influencer and one stylized influencer, while keeping all other contextual variables constant. Data collection, conducted through an online questionnaire, allows for testing whether visual appearance activates cognitive and affective dimensions, and how these variables mediate the conversion into purchase intention. This study aims to contribute to the consumer behavior literature and to provide strategic guidance for brands in optimizing the visual design of their digital influencers.