建成环境类型对广告中代言人类型偏好的影响研究  

Study on the Influence of Built Environment Type on the Preference of Spokesperson Type in Advertising

作　　者：张宁[1] 林叙含 梁芷祺 Zhang Ning;Lin Xuhan;Liang Zhiqi(School of Management,Shenzhen University,Shenzhen,518060)

机构地区：[1]深圳大学管理学院,深圳518060

出　　处：《珞珈管理评论》2025年第2期99-117,共19页Luojia Management Review

基　　金：国家自然科学基金面上项目“动态虚拟代言人对品牌态度的影响研究:时距知觉理论视角”(项目批准号:71772127)。

摘　　要：基于环境-关系理论,探讨不同建成环境类型(室内vs.室外)对广告中代言人类型偏好的影响及其心理机制。本研究通过三个实验发现,消费者处于室外(vs.室内)情境时,更加偏好虚拟代言人(vs.真人代言人)代言的品牌,对新鲜事物的接受程度起到中介作用。此外,消费者的自然联结对建成环境类型(室内vs.室外)与代言人类型偏好(虚拟代言人vs.真人代言人)之间的关系具有调节作用。对于高(vs.低)自然联结的消费者,建成环境类型对广告代言人类型偏好的影响会增强(vs.削弱)。本文的研究结论丰富了建成环境类型在营销领域中的应用,并对企业制定广告策略等实践活动提供指导。Based on the environment-relationship theory,the paper discusses the influence of different built environment types(indoor vs.outdoor)on the type preference of spokespersons in advertising and its psychological mechanism.Through three experiments,it is found that consumers prefer virtual spokespersons(vs.real)when they are in outdoor space(vs.indoor space),and the acceptance of new things plays a mediating role In addition,Natural connection has a moderating effect on the relationship between the type of built environment(indoor vs.outdoor)and spokespersons type preference.For consumers with high(vs.low)natural connections,the effect of built environment type on advertising spokespersons type preference is enhanced(vs.weakened).The research conclusions of this paper enrich the application of built environment types in marketing field,and provide guidance for enterprises to formulate and deliver advertising strategies and other practical activities.

关 键 词：建成环境类型 代言人类型 环境-关系理论 对新鲜事物的接受程度 自然联结 

分 类 号：C93[经济管理—管理学]