虚拟代言人时间线索和广告诉求对消费者反应的影响  

The Impact of Chronological Cues of Virtual Endorsers and Advertising Appeals on Consumer Responses

作　　者：江红艳 赵爽余 孙雨笛 董雪峰 JIANG Hongyan;ZHAO Shuangyu;SUN Yudi;DONG Xuefeng(School of Economics and Management,China University of Mining and Technology,Xuzhou 221116,China;Research Center for Big Data Marketing and Green Innovation,China University of Mining and Technology,Xuzhou 221116,China)

机构地区：[1]中国矿业大学经济管理学院,江苏徐州221116 [2]中国矿业大学大数据营销与绿色创新研究中心,江苏徐州221116

出　　处：《管理科学》2024年第5期105-122,共18页Journal of Management Science

基　　金：国家自然科学基金(72072172);国家社会科学基金(22ZD&137);江苏省社会科学基金(24GLB020);中央高校基本科研业务费专项资金(2021ZDPYYQ006)

摘　　要：随着元宇宙时代来临,越来越多的知名品牌开始使用虚拟数字人为品牌代言。通过对营销实践的洞察,发现虚拟代言人装扮所突显的时间线索划分为两种类型:一类虚拟代言人的装扮突出过去时间属性;另一类虚拟代言人的装扮突出未来时间属性。已有研究尚未解决不同时间线索的虚拟代言人何时能引发消费者积极反应的问题。鉴于此,提出虚拟代言人的时间线索(过去和未来)和广告诉求(天然和科技)二者对消费者反应存在交互影响的假设。此外,基于语义处理的扩散激活理论,提出感觉正确在上述交互作用中发挥显著的中介作用的假设,并开展4项实证研究验证上述假设。研究1为内隐联想测试,检验虚拟代言人的时间线索与广告诉求的联结匹配关系是否存在;研究2、研究3和研究4均为实验室实验,检验虚拟代言人的时间线索和广告诉求二者对消费者反应的交互影响及感觉正确在上述交互作用中发挥的中介作用。研究1的结果表明,在个体认知的概念网络层面,过去时间线索虚拟代言人与天然相关词语之间存在匹配关系,而且未来时间线索虚拟代言人与科技相关词语之间存在匹配关系;研究2和研究3在营销情境中进一步验证研究1的结果,虚拟代言人的时间线索和广告诉求的匹配会显著提高消费者产品评价和购买意愿;研究4的结果表明,感觉正确在虚拟代言人的时间线索和广告诉求对消费者产品评价和购买意愿的交互影响过程中发挥显著的中介作用。根据虚拟代言人装扮线索从视觉上表征其时间线索,探索了虚拟代言人时间线索与广告诉求对消费者反应的影响。研究丰富了现有广告诉求和虚拟代言人的文献,同时延伸了语义处理的扩散激活理论在虚拟代言人研究领域的应用,具有重要的理论贡献。同时,为企业如何设计虚拟代言人装扮与广告宣传策略等方面提�As the metaverse era rapidly advancing,an increasing number of renowned brands begin to use virtual digital humans as endorsers.Through the observation of marketing practice,we find that the chronological clues highlighted by the virtual endorsers′dressing can be divided into two types:One is the virtual endorsers′dressing highlights the“past”chronological attribute;Another kind of virtual endorsers′dressing highlights the“future”chronological attribute.Previous studies have not yet resolved the issue of when virtual endorsers with different chronological cues can trigger positive response from consumers.To address this gap,this study proposes a hypothesis that there may be an interactive effect between virtual endorsers′chronological cues(past vs.future)and the type of advertising appeals(natural vs.technological)on consumer responses.In addition,based on the spreading-activation theory with semantic processing,we propose a second hypothesis:Feeling right plays a mediating role in the interaction effect between the type of advertising appeals(natural vs.technological)on the consumer response.To test these hypotheses,four empirical studies are conducted.Study 1 utilizes the implicit association test to investigate whether there is a congruence between virtual endorsers′chronological cues and advertising appeals.Studies 2,3,and 4 employe laboratory experiments to examine the interaction between virtual endorsers′chronological cues and advertising appeals on consumer responses,while also testing the mediating role of feeling right in these interactions.The results of Study 1 suggest that,at the level of the conceptual network in individual cognition,there is a matching relationship between virtual endorsers with past(vs.future)chronological cues and natural(vs.technology)related words.Study 2 and Study 3 further verify the results of Study 1 in the marketing context,and the matching of the chronological cues of virtual endorsers and advertising appeals can significantly improve consumer product

关 键 词：虚拟代言人 时间线索 广告诉求 感觉正确 消费者反应 

分 类 号：F713.36[经济管理—产业经济] F713.55