As virtual influencers gain popularity, understanding the factors driving consumer responses is essential. However, limited research explores how perceived value (informativeness, entertainment, novelty, and incentives) and consumer engagement influence purchase intention. Perceived value is a key predictor of consumer behavior, while consumer engagement enhances perceived value and marketing effectiveness. Additionally, the moderating roles of source credibility and generational cohort remain underexplored. This study examines these relationships through a survey of 331 Chinese Generation Y and Z consumers, analyzed using structural equation modeling (SEM). The results show that informativeness, entertainment, and incentives positively influence purchase intention, while novelty has a negative effect. Consumer engagement drives purchase intention and enhances perceived value. Source credibility and generational cohort moderate these effects. When source credibility is low, novelty reduces purchase intention, while incentives increase it. High source credibility makes consumer engagement more influential. Informativeness enhances purchase intention among Generation Y, whereas Generation Z is more influenced by consumer engagement. This study extends research on advertising value and consumer engagement, offering insights for brands optimizing virtual influencer marketing strategies across different consumer segments.

This study investigates factors influencing Chinese travelers’ behavior in sharing travel experiences on social media, using the frameworks of Perceived Value Theory, the Theory of Reasoned Action, and Social Influence Theory. This study aims to explore the intrinsic motivations and social factors that drive individuals to engage in sharing travel experiences and examine how these factors, along with personal characteristics, influence this behavior. Data from 489 participants were collected using a structured survey method and indicate that convenience value, emotional value, attitude, subjective norm, social identity, and group norm significantly affect sharing behavior, while monetary and social values do not. Additionally, personality traits such as openness, agreeableness, and conscientiousness moderate the relationship between these values and the sharing behavior. This study contributes to the literature by providing a deeper understanding of the motivations underlying travel experience-sharing on social media in China and by examining how both intrinsic motivations and social influences affect this behavior. The findings offer practical implications for tourism marketers to prioritize seamless digital platforms, emotionally engaging experiences, and personalized campaigns. Governments can support these efforts by promoting policies that enhance platform convenience and foster social engagement. Focusing on Chinese travelers, this research also provides a cross-cultural perspective, deepening the theoretical understanding of travel experience-sharing.