Virtual streamers have gradually entered the public eye and become an important emerging medium for information dissemination and interactive experiences. The research aims to investigate how the match between virtual streamers’ cute anthropomorphic appearance (high vs. low) and destination type (natural vs. cultural) influences viewers’ travel intention.
Drawing on congruence theory, attachment theory and mental imagery theory, this research examines the serial mediating effects of virtual streamer emotional attachment and destination imagery vividness while also exploring loneliness as a moderator through three studies.
It was found that viewers’ travel intention was further enhanced when virtual streamers’ high cute anthropomorphic appearance was matched with natural destinations and virtual streamers’ low cute anthropomorphic appearance was matched with cultural destinations (n = 297). Virtual streamer emotional attachment and destination imagery vividness had a serial mediating role (n = 305). Perceived warmth and perceived competence were excluded as alternative mechanisms (n = 305). Loneliness moderated the mediating role of virtual streamer emotional attachment (n = 378).
This study expands the theoretical and empirical research on virtual streamers in destination marketing and provides decision-making guidance for different destinations to determine which anthropomorphic appearance of virtual streamers to use for marketing.
