Consumer well-being of virtual idols : Focusing on the realism and PERMA

The goal of this study is to increase consumer well-being by examining the positive and negative psychological effects of virtual idols. Recently, various virtual idols such as PLAVE, MAVE, and NAEVIS have appeared on the Korean K-pop scene and have proceeded to exert significant influence over consumers. To examine the effects of this influence, we employed a qualitative approach due to the lack of existing literature on this topic. The interviewees totaled 6 people, and the results of the analysis based on positive psychology and form-behavioral realism are as follows: Consumer perceptions of the form-behavioral realism of each virtual idol were different. In addition, consumer well-being in terms of positive emotions, engagement, and relationship was present, but the dimensions of meaning and accomplishment were not. Moreover, through the behavioral realism of the virtual idols, we found that the positive emotions, engagement, and relationship-forming were also related. This research can help provide a new communication model in the digital era and help establish marketing strategies to improve consumer well-being.