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Abstract

The rise of Virtual Influencers (VIs) in digital marketing has revolutionized the way brands engage with consumers, yet the underlying factors that drive their adoption and interaction remain largely unexplored, particularly in emerging markets such as Indonesia. This study delves into the Behavioral Intention to Use (BIU) Virtual Influencers, applying the Technology Acceptance Model 2 (TAM2) to identify key determinants like Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Social Influence (SI), and Facilitating Conditions (FC). Furthermore, the research investigates the mediating roles of Attitude Toward Using (ATU) and Cognitive Absorption (CA). Through an online survey of 198 Indonesian social media users familiar with AI applications, the results reveal that PU and PEOU directly influence ATU, which in turn significantly shapes BIU. SI and FC exert both direct and indirect effects via ATU and CA. These findings highlight the critical role of cognitive and social factors in driving consumer engagement with VIs in Indonesia, offering valuable insights for businesses aiming to capitalize on this emerging trend. The study extends traditional technology adoption models, calling for further exploration of cultural dynamics and long-term impacts on consumer behavior.

Keywords

Virtual Influencers, TAM2, Social Influence, Cognitive Absorption, Indonesia

Article Details

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This work is licensed under a Creative Commons Attribution 4.0 International License.

Author Biographies

Devi Yurisca Bernanda, Universitas Bunda Mulia

Dosen Program Studi Bisnis Digital, Universitas Bunda Mulia, Jakarta

Arief Perdana Kumaat, Politeknik Negeri Manado

Dosen Manajemen Pemasaran, Politeknik Negeri Manado

Fidelia Novena Doa, Universitas Bunda Mulia

Mahasiswa Program Studi Bisnis Digital, Universitas Bunda Mulia, Jakarta

How to Cite
Kembau, A. S., Bernanda, D. Y., Kumaat, A. P., & Doa, F. N. . (2025). What Drives the Adoption of Virtual Influencers in Indonesia? A TAM2 Perspective on Social Influence and Cognitive Absorption. Economics and Digital Business Review, 6(1), 575–591. Retrieved from https://ojs.stieamkop.ac.id/index.php/ecotal/article/view/2093
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