虚拟代言人类型与品牌个性对消费者态度的交互影响  

Interactive Effects of Virtual Endorser Type and Brand Personality on Consumer Attitudes

作　　者：杨静[1] YANG Jing(School of Economics and Management,Southwest University of Science and Technology,Mianyang 621010,Sichuan,China)

机构地区：[1]西南科技大学经济管理学院,四川绵阳621010

出　　处：《科技和产业》2025年第2期269-274,共6页Science Technology and Industry

摘　　要：随着人工智能技术的发展,虚拟代言人已经成为品牌营销的新趋势。探索了虚拟代言人类型(伙伴型与仆人型)与品牌个性(兴奋与真诚)之间的交互作用,并考察了加工流畅度的中介作用。研究发现,虚拟代言人类型与品牌个性的匹配能显著提升消费者的购买意愿。其中,加工流畅度显著影响消费者对广告的接受程度和购买行为。研究结果为品牌在选择虚拟代言人策略时提供了实证支持,并为数字时代的品牌营销提供了理论支持和实践指导。With the development of artificial intelligence technology,virtual spokespersons have become a new trend in brand marketing.The interaction between virtual spokesperson type(companion-type vs.servant-type)and brand personality(excitement vs.sincerity)were explored,and the mediating role of processing fluency was examined.It is found that the matching of virtual spokesperson type and brand personality can significantly enhance consumers’purchase intention.Among them,processing fluency significantly affects consumers’acceptance of advertisements and purchase behavior.It is provided empirical support for brands in choosing virtual spokesperson strategies,and theoretical support and practical guidance are provided for brand marketing in the digital era.

关 键 词：伙伴型虚拟代言人 仆人型虚拟代言人 加工流畅度 品牌个性 购买意愿 

分 类 号：C939[经济管理—管理学]