代言人类型与品牌形象对消费者态度的交互影响

The Interactive Effect of Endorser Type and Brand Concept on Consumer Attitude

随着社会化媒体的兴起,代言人的类型越来越丰富,虚拟明星的发展给企业带来了全新的选择。真人代言人和虚拟代言人的选择如何给企业带来积极的影响,已经成为一个关键问题。本研究探究虚拟代言人的适用情境,基于加工流畅度理论,通过两组实验发现:(1)品牌形象与明星代言人类型对产品购买意愿有交互性影响。对于活力型品牌,选用虚拟明星代言人会使消费者产生更高的购买意愿;对于保守型品牌,选用真实明星代言人会使消费者产生更高的购买意愿;(2)加工流畅度在这种交互效应中发挥中介作用。

With the development of social media, the types of endorsers are becoming more and more abundant, and the development of virtual influencers has brought a new choice to enterprises. However, how to choose between real endorsers and virtual endorsers has become a critical problem for enterprises. This study explored the applicable situations of virtual endorsers based on the Processing Fluency Theory. We conducted two experiments to show(1) the interaction between brand concept and the types of celebrity endorsers on the purchase intention, which is when consumers faced with the open brand concept, the choice of virtual celebrity endorsers makes them have higher purchase intention;When consumers face conservative brand concept, choosing real celebrity endorsers will make them have higher purchase intention;(2) processing fluency plays a mediating role in this interaction.