AI or human: How endorser shapes online purchase intention?

Digital presence is increasing on social platforms, and increasing numbers of companies have begun to invite virtual influencers to endorse their products. However, the question of whether AI endorsers can completely replace real humans is a challenging one. Therefore, in this study, we attempt to identify the differences in consumer purchase intention between consumers of products promoted by AI endorsers versus real human endorsers. In two studies, we found that AI endorsers effectively stimulated consumers' purchase intentions when recommending search products. For experience products, the marketing effect of a real celebrity endorser is better, however, and consumers' purchase intention is stronger. Perceptions of congruency mediate the interaction of endorser and product type on consumers' purchase intention; self-image congruency mediates the influence of AI endorsers on consumers' purchase intention for search products. Moreover, functional congruency mediates the influence of celebrity endorsers on consumers' purchase intention for experience products. This paper is helpful for companies to encourage them to consider the role of different product attributes and adopt more appropriate strategies to maximize the effect of endorsement marketing strategies.