虚拟数字人AYAYI营销实践的受众认知、态度及行为研究  

Research on Audience Cognition,Attitude and Behavior of Virtual Digital Person AYAYI's Marketing Practice

作　　者：张静 王楠 ZHANG Jing;WANG Nan(School of Journalism and Culture Communication,Zhongnan University of Economics and Law,Wuhan Hubei 430073)

机构地区：[1]中南财经政法大学新闻与文化传播学院,湖北武汉430073

出　　处：《长沙航空职业技术学院学报》2024年第3期69-75,共7页Journal of Changsha Aeronautical Vocational and Technical College

基　　金：2024年中南财经政法大学中央高校基本科研业务费专项中研究生科研创新平台项目“数字营销视域下虚拟数字人的营销实践范式与用户感知框架研究”(编号:202410905);2022年中南财经政法大学教学改革项目“高校‘大思政’传播路径与立德树人影响力提升研究”(编号:22064)阶段性研究成果。

摘　　要：互联网和数字技术的发展变革了传统营销,催生出互动性更强、精准度更高的数字营销。虚拟数字人的出现为数字营销提供了新的应用转向。以虚拟数字人AYAYI为例,通过问卷调查法探究受众对其营销实践的认知、态度及行为,发现不同受众对AYAYI的认知度分布差异较为明显,呈两极分化态势;受众对虚拟数字人的认知度的高低决定了他们是否会为营销内容付费,二者之间成正相关;高颜值、科技感是虚拟数字人吸引受众的首要因素,但保持长期吸引力需要打造IP,采取有效传播渠道维护与受众的关系。The development of the Internet and digital technology has changed the traditional marketing,spawned a more interactive,more accurate digital marketing.The emergence of virtual digital people provides a new application direction for digital marketing.Taking the virtual digital person AYAYI as an example,this paper explores the audience's cognition,attitude and behavior of its marketing practice through questionnaire survey,and finds that different audience have obvious differences in the distribution of AYAYI's cognition,showing a trend of polarization.The level of audience's awareness of virtual digital people determines whether they will pay for marketing content,and there is a positive correlation between the two.High face value and sense of science and technology are the primary factors for virtual digital people to attract audience,but to maintain long-term attraction,it is necessary to build IP and take effective communication channels to maintain the relationship with the audience.

关 键 词：虚拟数字人 数字营销 AYAYI 受众 数字产业 

分 类 号：G206[文化科学—传播学]