Anthropomorphism and diversity in virtual humans: their influence on the trust and attitudes of Gen Z consumers

Purpose This research focuses on the nuanced effects of anthropomorphism, social presence and the intersectionality of ethnicity and technology in shaping Generation Z’s (Gen Z) trust, attitudes and purchasing intentions towards brands employing virtual humans (VHs). By integrating theoretical perspectives on human–computer interaction with empirical analysis, the paper aims to elucidate how virtual personas can effectively engage this diverse and technologically adept cohort. Design/methodology/approach Data from an online survey of 258 respondents were analysed via partial least squares structural equation modeling (PLS-SEM) to arrive at findings and insights. Findings Our results corroborate existing studies that highlight the importance of trust in improving consumers’ attitudes, which, in turn, lead to increased purchasing intentions. The findings also indicate that social presence and information quality positively influence trust and attitudes, aligning with prior research. However, our findings challenge the prevailing literature by demonstrating that anthropomorphism in autonomous VHs does not adversely affect consumer attitudes or trust. Furthermore, we reveal that the ethnicity of autonomous VHs does not impact the purchasing intentions of British Gen Z consumers. Originality/value Existing literature on VHs does not consider autonomous artificial intelligence-powered entities and overlooks how the ethnicity of such entities influences consumer behaviour, which we address in this study.