虚拟影响者代言的有效性研究:基于消费者态度和口碑视角

Research on the Effectiveness of Virtual Influencer Endorsement fromthe PerspectivesofConsumer Attitudes and Word-of-mouth

虚拟影响者代言正在成为全球范围内品牌新兴的营销实践,对虚拟影响者代言的研究也因此成为新兴的研究领域。为了增加对虚拟影响者代言现象的理解,从消费者态度和口碑两个角度对虚拟影响者代言的有效性进行了验证。研究发现,在虚拟影响者的喜爱度、吸引力和受欢迎程度的作用下,虚拟影响者能够帮助提高消费者对被代言产品或品牌的态度和口碑。本研究的发现有助于理解虚拟影响者代言有效性的发生机制,对虚拟影响者代言的营销实践也有一定的参考意义。

Virtual influencer endorsement is becoming a new marketing practice for brands worldwide.As a result,the researchonvirtual influencer endorsement thus has become an emerging research field.To improve the understanding of the virtual influencer endorsement phenomenon,this study verifies the effectiveness of virtual influencer endorsement from the perspectives of consumer attitudes and word-of-mouth.It found that with the influence of virtual influencer’s likability,attractiveness,and popularity,virtual influencers can help improve consumers’attitudes and word-of-mouth towards the products or brands they endorse.The findings of this study are helpful in understanding the mechanism of the effectiveness of virtual influencer endorsement and have significancefor the marketing practice in this domain.