Abstract
The study examines how digital charisma and cultural frames shape female consumers’ purchase intentions in the Chinese digital marketplace, focusing on the mediating role of perceived attractiveness and the moderating role of consumer self-concept. It aims to provide an advanced understanding of how psychological and cultural mechanisms interact in digital persuasion. A quantitative, cross-sectional design was adopted, and data were collected from 312 female consumers in China through a structured questionnaire. The scales for all constructs were adapted from prior research. Structural equation modeling (SmartPLS) was employed to examine the measurement and structural models, including direct, mediating, and moderating effects. The model demonstrated strong explanatory power, with R² = 0.684 for perceived attractiveness and R² = 0.739 for purchase intention, supported by satisfactory predictive relevance (Q² values of 0.733 and 0.680, respectively). Findings reveal that digital charisma and cultural frames significantly influence perceived attractiveness, which in turn mediates their impact on purchase intentions. Furthermore, consumer self-concept strengthens the attractiveness–purchase intention relationship when influencer image aligns closely with consumer identity. This study integrates digital charisma, cultural frames, and psychological constructs into a unified framework, emphasizing the strategic importance of cultural resonance and self-concept alignment in digital marketing.