品牌自有虚拟代言人对消费者购买意愿的影响研究

Research on the Impact of Brand Owned Virtual Spokesperson on Consumer Purchase Intention

随着全球数字化进程的加快和社交娱乐媒体的迅速发展,互联网技术的应用深入人们的生产生活,营销领域各类虚拟代言人如雨后春笋般出现,包括品牌自有和品牌授权两种虚拟代言人,但目前单独研究品牌自有虚拟代言人对消费者购买意愿影响的成果有限,因此本文从品牌自有虚拟代言人的特征出发,选取类社会互动作为中介变量建立模型进行实证研究,为品牌自有虚拟代言人的设计运营及如何提升消费者购买意愿提供参考意见。

With the acceleration of global digitization and the rapid development of social entertainment media, the application of internet technology has penetrated into people’s production and life. Various types of virtual spokespersons in the marketing field have emerged, including brand owned virtual spokespersons and brand authorized virtual spokespersons. However, currently, there are limited research results on the impact of brand owned virtual spokespersons on con-sumer purchase intention, Therefore, starting from the characteristics of brand owned virtual spokespersons, this article selects parasocial interaction as an intermediary variable to establish a model for empirical research, providing opinions for the design and operation of brand owned virtual spokespersons and how to enhance consumer purchasing intention.