Sensory Stimuli and Fan Engagement in Virtual Idol Environments: An S–O–R Model Perspective

With the rapid development of digital media and the fan economy, virtual idols have become a prominent digital cultural phenomenon.This study aims to explain how sensory stimuli (visual and auditory) influence fan stickiness through emotional and functional value, drawing on the Stimulus-Organism-Response (S-O-R) framework.Data were collected from 819 active fans of virtual idols in China between July and August 2025 through an online questionnaire.Using partial least squares structural equation modeling (PLS-SEM), the study tested both direct and indirect effects among sensory stimuli, perceived values, and fan stickiness.The results reveal that visual and auditory stimuli have no significant direct impact on fan stickiness but exert strong indirect effects through emotional and functional value, confirming a complete mediation mechanism.Emotional value shows a stronger mediating effect (β = 0.439, VAF ≈ 50%) than functional value (β = 0.292, VAF ≈ 30%).The model demonstrates good explanatory power (R² = 0.475 for fan stickiness) and acceptable fit indices (SRMR = 0.057, NFI = 0.921).These findings highlight that enhancing both emotional resonance and functional practicality is essential for transforming fans' short-term attraction into longterm loyalty.The study extends the application of the S-O-R model to virtual idol research.It provides actionable guidance for content creators, platform designers, and community managers seeking to sustain user engagement.