| Summary: | In the contemporary society, the spokescharacters have played a significant role in the market. Especially brand collaboration, collaborating with famous virtual characters, become more acceptable for the business. However, this kind collaboration tends to ignore and eliminate the relevance of the spokescharacters and the image of the brand. As result, this research explored that the reduce of relevance would affect the purchase intention of Gen Z, the largest fan group of virtual characters, and whether the Conformity would reduce this influence. The result demonstrated that, the relevance of spokescharacters is not a factor that would influence purchase intention among the Gen Z, even if they are not fans of the virtual characters. However, the influence of Conformity is still significant.
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