独特化需求对虚拟代言人说服效果影响研究  

Persuasiveness of Virtual Endorsers:The Moderating Role of Need for Uniqueness

作　　者：姜凌[1] 冯源 JIANG Ling;FENG Yuan(School of Business,Macao University of Science and Technology,Macao 999078,China)

机构地区：[1]澳门科技大学商学院,澳门999078

出　　处：《商业经济与管理》2020年第6期66-77,共12页Journal of Business Economics

基　　金：国家社会科学基金项目“市场演变与品牌竞争动态:制度分析”(71672164);澳门特别行政区高等教育基金项目“拟人化认知背景下虚拟代言人传播机制研究”。

摘　　要：虚拟代言人在营销沟通中担任重要角色,但以往研究多关注各项拟人化特征对广告效果的影响,鲜有对消费者的独特化需求特质如何影响虚拟代言人沟通效果的研究。通过三个实验研究,考察两类代言人(虚拟代言人与真人)与消费者独特化需求水平(从低到高)交互作用下的广告说服效果。研究一表明:不同代言人类型的广告说服效果受消费者独特化需求水平的调节,其中高独特化需求的消费者对虚拟代言人的反应更积极。研究二进一步发现:独特化需求和代言人类型的交互作用是通过积极情绪作为中介路径,进而提升广告说服力。研究三加入品牌类型(奢侈品牌与大众品牌)作三阶调节效应检验,结果显示:虚拟代言人在大众品牌广告中,对高独特化需求的消费者说服力要比真人代言人的说服力更强;然而这种调节效应在奢侈品牌广告中差异不显著。Anthropomorphic roles are widely used in marketing communication,but previous studies have focused on the effects of various anthropomorphic characteristics on advertising effectiveness,and few studies have examined how the consumer's need for uniqueness affect the communication effects of virtual anthropomorphic spokespersons.Through three experiments,this article examines the interaction effect between two types of spokespersons(human vs.virtual spokespersons)and the level of the consumer's need for uniqueness(low to high)on persuasiveness.Study 1 shows that the persuasive effect of different types of spokespersons is moderated by the level of consumer's need for uniqueness,among which:consumers with high need for uniqueness respond more positively to virtual spokespersons.Study 2 further finds that the interaction effect between the need for uniqueness and the type of spokesperson is mediated by positive emotions.Study 3 adds brand types(luxury brand vs.mass brand)for a three-way interaction effect test,and the results show that:in the mass brand advertisements,virtual spokespersons are more persuasive to consumers with high need for uniqueness than human spokespersons.However,this moderating effect is not significantly different in luxury brand advertising.

关 键 词：拟人化 虚拟代言人 独特化需求 积极情绪 广告说服 

分 类 号：F713.50[经济管理—市场营销]