关键词: 虚拟偶像, 拟人化, 虚拟服装, 拟社会互动, 技术接受模型

Abstract: In recent years, virtual apparel and virtual idols are the hot topics that have emerged. The emergence of virtual apparel has broken the limitations of the traditional apparel industry, and designers can make consumers "wear" exclusive virtual apparel through modeling technology, creating a new opportunity for the future development of the apparel sector. At present, a mature business model has not yet been formed for the domestic virtual apparel industry, while a more mature business model has been formed for virtual idol industry and has strong relevance to virtual apparel. Many virtual apparel designers or studios began to try to use virtual idol endorsement in order to break through. However, there are some problems such as unsatisfactory endorsement effects for virtual idols in the process of apparel brand endorsement, which is mainly due to the inability to meet the audience's demand for their anthropomorphism in the early stage of exploration. Furthermore, there is little research on virtual idol endorsement of virtual apparel and the influence of anthropomorphism on the purchase intention of virtual apparel in the process of virtual idol endorsement of virtual apparel in the existing literature, which is necessary for for virtual idol companies and virtual apparel companies.
First of all, the concepts of virtual idol anthropomorphism and virtual apparel were redefined, two variables of virtual idol anthropomorphism and parasocial interaction were introduced to explore the impact of the four dimensions of virtual idol anthropomorphism, namely appearance, moral virtue, cognitive experience and conscious emotionality on the purchase intention of virtual apparel, and the intermediary role of parasocial interaction in it is verified, which is groundbreaking in the field of virtual apparel endorsed by virtual idols. Secondly, this paper constructs an extended model of the Technology Acceptance Model, which expands the scope of the applied research of the Technology Acceptance Model. Finally, this paper conducts questionnaire survey based on the extended model, collects relevant data, analyzes its reliability and validity and uses the structural equation model for empirical analysis, which can provide theoretical support and scientific basis for virtual idol companies and virtual apparel companies. The results show that virtual idol anthropomorphism has a significant positive effect on the purchase intention of virtual apparel, in which the moral virtue and cognitive experience of virtual idol have a more significant impact on the purchase intention of virtual apparel than appearance and conscious emotionality; parasocial interaction, perceived ease of use, perceived usefulness and brand attitude have a chain intermediary role in the whole process. 
According to the experimental results, when operating virtual idol IP, the companies should reasonably design communication events and plot short videos or live content, in order to focus on improving the anthropomorphic cognition of virtual idols in two dimensions: moral virtue and cognitive experience. It is sufficient to reach the market standardization level for the degree of appearance anthropomorphism. Meanwhile, the means to increase the degree of conscious emotionality anthropomorphism is costly but less effective. In addition, the companies can also play a role in increasing the purchase intention of virtual apparel by improving parasocial interaction, perceived ease of use and perceived usefulness.

Key words: virtual idols, anthropomorphism, virtual apparel, parasocial interaction, technology acceptance models