虚拟代言人感知真实性与消费者品牌依恋关系的实证研究

Empirical Study on the Relationship between Perceived Authenticity of Spokes-character and Consumers’ Brand Attachment

基于类社会互动视角,对虚拟代言人感知真实性与消费者品牌依恋的关系进行了实证研究。通过对国内200名消费者的抽样问卷数据进行实证分析发现：虚拟代言人感知真实性对类社会互动、品牌依恋皆有显著正向影响,类社会互动对品牌依恋有显著正向影响,类社会互动在虚拟代言人感知真实性与品牌依恋之间起到部分中介作用。

From the perspective of para-social interaction, this paper studies the relationship between the perceived authenticity of spokes-character and consumers＇ brand attachment. Through empirical analysis of questionnaire data on domestic 200 consumers, result shows that the perceived authenticity of spokes-character has a positive influence on para-social interaction and brand attachment, para-social interaction has a positive influence on brand attachment, para-social interaction plays a partial mediating role between the perceived authenticity of spokes-character and brand attachment.