Based on language expectancy theory, mental imagery theory, and dual-process theory, this study explores the impact of the matching effect between virtual influencer identity types and brand story types on consumers’ purchase intention. The findings of three experimental studies reveal that: the matching between virtual influencer identity types and brand story types helps to enhance consumers’ purchase intention, and the combinations of self-created virtual influencers with factual brand stories and collaborative virtual influencers with fictional brand stories have a significant effect on consumers’ purchase intention; mental imagery fluency mediates the matching effect between virtual influencer identity types and brand story types; consumers’ thinking styles serve as boundary conditions for the aforementioned pathways; specifically, consumers’ rational or emotional thinking can amplify the “differentiating effect” in the process of matching virtual influencer identity types with brand story types.