Perceived Value Dimensions of Virtual Idols and Its Influence Mechanism on Consumer Adoption Intention Based on Grounded Theory

In response to the rapid technology development but inadequate attention on consumer value of virtual idol, this study aims to explore the connotation of perceived characteristics of virtual idols, dimensional indicators, and the mechanism of their influence on consumers' adoption intention. Through the method of in-depth interviews and grounded theory, this study found the perceptual characteristics of virtual idols including nine elements: appearance characteristics, temperament characteristics, movement characteristics, voice characteristics, storylines, story scenes, character features, technical empowerment, and personality empowerment. Based on the Stimulus-Organism-Response theory, a theoretical framework established to explain the influence mechanism: from perceptual characteristics of virtual idols, to social identity, to consumption value and emotional value, to consumers' adoption intention. This study can help virtual idol enterprises get closer to consumers, and promote the healthy development of virtual idols.