虚拟网红特性对品牌形象的影响——基于社会临场感的中介作用  

Impact of Virtual Influencer Characteristics on Brand Image:The Mediating Role of Social Presence

作　　者：胡旺盛[1] 夏经纬 HU Wangsheng;XIA Jingwei(School of Business Administration,Anhui University of Finance and Economics,Bengbu 233030,China)

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030

出　　处：《合肥工业大学学报（社会科学版）》2024年第6期9-19,共11页Journal of Hefei University of Technology(Social Sciences)

基　　金：安徽省高校人文社科重点项目(SK2020A0022);安徽财经大学研究生科研创新基金项目(ACYC2022092)。

摘　　要：虚拟网红营销正逐渐成为企业品牌宣传的一种新兴营销手段。当虚拟网红代言不同产品品牌时,受众会产生不同程度的社会临场感,进而影响其品牌参与行为以及对品牌的印象。文章基于SOR理论构建了虚拟网红特性、社会临场感和品牌形象间的关系理论模型,通过问卷调查并使用SPSS和Amos软件对406份问卷进行分析,同时利用线性回归以及Bootstrap方法对假设进行检验。研究结果表明,虚拟网红特性会显著正向影响品牌形象;社会临场感在虚拟网红各维度特性与品牌形象之间起到部分中介作用;产品类型在虚拟网红特性与社会临场感间起到调节作用,与实用品相比,虚拟网红在代言享乐品时,其特性会产生更高的社会临场感。Virtual influencer marketing is gradually becoming an emerging marketing tool for companies to promote their brands.When the virtual influencer endorses different types of product brands,the audience will have different degrees of social presence,which will affect their brand participation behavior and their impression of the brand.Based on Stimulus-Organism-Response(SOR)theory,this paper constructs a theoretical model of the relationship between virtual influencer characteristics,social presence and brand image,analyzes 406 questionnaires by questionnaire survey and SPSS and Amos software,and verifies the hypotheses by linear regression and Bootstrap method.The results show that virtual influencer characteristics significantly and positively affect brand image;social presence plays a partial mediating role between virtual influencer characteristics in various dimensions and brand image;product type plays a moderating role between virtual influencer characteristics and social presence,and virtual influencer characteristics generate higher social presence when endorsing hedonic products compared with utilitarian products.

关 键 词：虚拟网红特性 品牌形象 社会临场感 产品类型 

分 类 号：F273.2[经济管理—企业管理]