虚拟网红拟人化特性对购买意愿的影响因素研究  

Research on the Influencing Factors of Virtual Internet Celebrities'Anthropomorphic Characteristics on Purchase Intention

作　　者：杨思凡 龙海鸣 YANG Sifan;LONG Haiming(College of Literature and Communication,Quanzhou Normal University,Quanzhou,Fujian 362000,China;College of New Media and Art,Dongguan City University,Dongguan,Guangdong 523000,China)

机构地区：[1]泉州师范学院文学与传播学院,福建泉州362000 [2]东莞城市学院新传媒与艺术学院,广东东莞523000

出　　处：《西安石油大学学报(社会科学版)》2025年第1期97-104,119,共9页Journal of Xi’an Shiyou University:Social Science Edition

摘　　要：在数字营销的新时代,虚拟网红以其独特魅力和广泛影响力,迅速成为品牌推广的重要工具。通过赋予虚拟网红拟人化特性,品牌能够与消费者建立起别样的情感联系,进而提升其市场吸引力。研究探讨虚拟网红拟人化特性对消费者品牌态度、品牌信任和购买意愿的影响,并考察恐怖谷效应在这一过程中的调节作用。结果表明,虚拟网红的拟人化特性在不同维度上均对品牌态度具有显著的正向影响,其中认知经验拟人化的影响最为显著。同时,积极的品牌态度显著增强了消费者对品牌的信任和购买意愿。此外,恐怖谷效应在外观拟人化、意识情绪拟人化与品牌态度之间具有显著负向调节作用。研究结果不仅有助于深化对虚拟网红在消费者行为中的影响机制的理解,也为品牌和营销策略的优化提供理论依据和实践指导。In the new era of digital marketing,virtual internet celebrities have quickly become an important tool for brand promotion with their unique charm and extensive influence.By giving virtual internet celebrities anthropomorphic characteristics,brands can establish a different emotional connection with consumers and enhance the market attractiveness of brands.This study explored the influence of anthropomorphic characteristics of virtual internet celebrities on consumers'brand attitudes,brand trust and purchase intention,and examined the moderating effect of the valley of horror in this process.The results show that the anthropomorphic characteristics of virtual internet celebrities have significant positive effects on brand attitudes in different dimensions,among which the influence of cognitive experience anthropomorphism is the most significant.At the same time,active brand attitude significantly enhances consumers'trust and intention to buy.In addition,the uncanny valley effect has a significant negative moderating effect between appearance anthropomorphism,conscious emotion anthropomorphism and brand attitude.The research results not only help to deepen the understanding of the influence mechanism of virtual Internet celebrities in consumer behavior,but also provide theoretical basis and practical guidance for the optimization of brand and marketing strategies.

关 键 词：虚拟网红 拟人化 恐怖谷效应 品牌态度 品牌信任 购买意愿 

分 类 号：F713.36[经济管理—产业经济]