How virtual face video engage consumers: A moderated mediation model for the underlying mechanisms

This research compared the impact of virtual (VR) and real (R) face videos on engagement and examined the mediating roles of trust, enjoyment, curiosity, and Infohunt (willingness to check information before purchase), alongside the moderating effects of actor gender sensitivity and digital literacy. From September 2023 to April 2024, 403 participants from various provinces in mainland China participated. Using SPSS PROCESS models, we analyzed mediating and moderating effects while controlling for age, gender, education, and product type. Virtual face videos were associated with engagement and curiosity as a mediator, while real face videos influenced trust, enjoyment, and Infohunt. Trust, enjoyment, Infohunt, and curiosity positively influenced engagement. High levels of digital literacy and gender sensitivity significantly moderate the impact of ad types on Infohunt. This study contributes to understanding how different video types and individual characteristics shape consumer engagement and information-seeking behavior in advertising contexts.