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Arief Perdana Kumaat
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What Drives the Adoption of Virtual Influencers in Indonesia? A TAM2 Perspective on Social Influence and Cognitive Absorption Agung Stefanus Kembau; Devi Yurisca Bernanda; Arief Perdana Kumaat; Fidelia Novena Doa
Economics and Digital Business Review Vol. 6 No. 1 (2025)
Publisher : Yayasan Vifada Cendikia Indonesia

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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.
Co-Authors Adelaida Joroh Adriyan Warokka Agung Stefanus Kembau Agung Stefanus Kembau Ali Wardhana Andika Alfari Arifmanuel Kolondam Artana, I Made Wahyu Artian Sirun Bernanda, Devi Yurisca Bervie Fransel Rondonuwu Christian Haposan Pangaribuan DEBY AFRIANI MPILA Delfie Genape Doa, Fidelia Novena Dua, Iyam L Efendy Rasjid Erika Kaparang Fidelia Novena Doa Floren Agensia Sinaga Fresi Beatrix Lendo Gita Maria Dure Gratia Natrina Kaparang Gratia Natrina Kaparang I Gede Para Atmaja Immanuel Christian Pontorondo Karlah L. R. Mansauda Laimeheriwa , Imagodeo Bideyesa Laimeheriwa, Imagodeo Bideyesa Langi, Herry Mandulangi, Jufrina Manengal, Dhea M. Maramis, Diana Maramis, Diana R. S. Marentek R Mikke Marike A.S. Kondoj Marshanda Wenas Melky K. E. Paendong Melky Krisna Elia Paendong Melky Krisna Paendong Misael Aldo Walangitan Mundung, Deky Nancy Henrietta Jessamine Mandey Natasya Torondek Nisba Silvana Offel Arianti Rumagit Paendong, Melky Paendong, Melky K. E. Paendong, Melky Krisna Elia Papia, Friska J. Peginusa, Stefani Switly Precylia Ribka Rambing Priyono Priyono Purba, Ficky M. F. Putri Harunja Putung, Yoice Reynaldy Caesar Kampey Robby Mamusung Romana Pessak Silvira P. Moningka Simanjuntak, Christopel Simanjuntak, Christopel Hamonangan Stanley B. Dodie Steve W.M. Supit Stieven N. Rumokoy Sudarto, Kayla A. C. Sunara, Tristano Aviel Supit, Vekky Tristano Aviel Sunara Vekky Supit Virginia C. N. Mamuaja Walangitan, Misael Aldo Wingston Markus J. Longdong