虚拟代言人特征对Z世代消费者品牌态度的影响研究——以产品类型为调节  

Research on the Impact of Virtual Spokesperson Characteristics on Generation Z Consumers’Brand Attitudes——Taking Product Types as Moderators

作　　者：童柯森 汪柯良 王正 TONG Kesen;WANG Keliang;WANG Zheng(Shanghai University of Finance and Economics Zhejiang College Jinhua,Zhejiang 321000)

机构地区：[1]上海财经大学浙江学院,浙江金华321000

出　　处：《中国商论》2023年第24期98-102,共5页China Journal of Commerce

摘　　要：本文通过文献综述和实验研究深入调查,对虚拟代言人特征如何影响Z世代消费者对品牌的态度进行了深入剖析。同时,以品牌体验作为中介变量,进一步探究虚拟代言人特征如何通过影响品牌体验来塑造Z世代消费者的品牌态度,并探讨产品类型的调节作用,以了解不同产品分类对虚拟代言人特征与品牌态度之间关系的影响。结果显示,虚拟代言人的个性特征和品牌形象对Z世代消费者的品牌态度有显著影响。通过提供符合消费者需求的虚拟代言人形象,品牌可以更好地吸引和保持Z世代消费者的关注和忠诚度。此外,不同产品分类需要不同类型的虚拟代言人,以最大程度地影响消费者的品牌态度。This article conducts an in-depth investigation into how the characteristics of virtual spokespeople affect Generation Z consumers’attitudes toward brands through a literature review and experimental research.Using brand experience as a mediating variable,it further explores how the characteristics of virtual spokespeople shape the brand attitudes of Generation Z consumers by influencing brand experience.The study also examines the moderating effect of product types to understand how different product categories impact the relationship between virtual spokesperson characteristics and brand attitudes.The results indicate that the personality traits of virtual spokespeople and brand image significantly influence the brand attitudes of Generation Z consumers.By providing virtual spokesperson images that align with consumer needs,brands can better attract and retain the attention and loyalty of Generation Z consumers.Additionally,different product categories require different types of virtual spokespeople to maximally influence consumer brand attitudes.

关 键 词：虚拟代言人 Z世代消费者 品牌体验 品牌态度 产品类型 

分 类 号：F063.2[经济管理—政治经济学]