What Can I Do for You? Amplification and Suppression: The Double‐Edged Sword of Virtual Avatars

ABSTRACT The effectiveness of virtual avatars in marketing varies significantly. It remains unclear how virtual avatars impact purchase intention. Therefore, this study aims to explore the effectiveness of two types of virtual avatars between high‐ and low‐involvement products. This study constructs a theoretical model of the impact of virtual avatars—intelligent unrealistic and superficial avatars—on purchase intention and explores the boundary conditions of the double‐edged sword effect. The results reveal that (1) intelligent unrealistic avatars increase purchase intention toward high‐involvement products more than superficial avatars; (2) cognitive and social responses mediate the effect of intelligent unrealistic avatars on purchase intention; (3) superficial avatars increase purchase intention toward low‐involvement products more than intelligent unrealistic avatars; (4) affective responses mediate the effect of superficial avatars on purchase intention. This study reveals the psychological mechanism of virtual avatars affecting consumers' purchase intention, and finds the “suppression” and “amplification” effects of virtual avatars. The findings could provide practical guidance for enterprises and marketers in virtual avatar design and practice.