基于准社会交互的虚拟偶像用户购买意愿研究

A Study on Virtual Idol Users’ Purchase Intention Based on Parasocial Interaction

作为元宇宙的一个典型应用,虚拟偶像受到广泛关注,如何通过虚拟偶像实现流量变现是企业关注的重点。虚拟偶像的一个重要特征是用户可以便利地与其进行沟通交流并建立交互关系,即准社会交互,这将影响用户行为决策。基于此,文章考察了准社会交互对虚拟偶像用户购买意愿的影响。研究结果发现,准社会交互包括认知交互、情感交互、行为交互影响品牌认同和用户粘性,进而影响购买意愿。研究结果启示企业需要采取措施改善用户与虚拟偶像的交互体验,以促进其购买意愿。

As a typical application of metaverse, the virtual idol has been received a wide attention. How to use the virtual idol to make profits becomes the focus of enterprises. A major feature of the virtual idol is that users can conveniently communicate and create an interaction relationship with it, namely the parasocial interaction, which may affect their decision making. This research examined the effect of the parasocial interaction on the virtual idol users’ purchase intention. The results indicated that the parasocial interaction, which includes the cognitive interaction, the emotional interaction, and the behavioral interaction, affects the brand identity and the user stickiness;both of them in turn affect their purchase intention. The results reveal that enterprises should improve users’ interactions with virtual idols in order to facilitate their purchase intention.