虚拟偶像还是真人明星?代言人与餐饮品牌个性对消费者品牌态度的交互影响研究  

Virtual Idol or Real-Life Celebrity?Study on the Interactive Influence of Endorser and Restaurant Brand Personality on Consumer Brand Attitude

作　　者：艾进[1] 路鸿远 汪婷婷 何馨恬 Ai Jin;Lu Hongyuan;Wang Tingting;He Xintian(School of Business Administration,Southwestern University of Finance and Economics,Chengdu 611130,China;Institute of Western China Economic Research,Southwestern University of Finance and Economics,Chengdu 611130,China;School of Business Administration,Shandong University of Finance and Economics,Jinan 250014,China)

机构地区：[1]西南财经大学工商管理学院,四川成都611130 [2]西南财经大学中国西部经济研究院,四川成都611130 [3]山东财经大学工商管理学院,山东济南250014

出　　处：《旅游论坛》2025年第2期89-104,共16页Tourism Forum

摘　　要：文章根据品牌个性理论,构建代言人类型和餐饮品牌个性对消费者品牌态度的交互影响的理论模型,以揭示真人明星和虚拟偶像代言人与餐饮品牌个性对消费者品牌态度产生交互影响的内在路径。通过3组实验发现:(1)不同代言人与餐饮品牌个性对消费者品牌态度具有显著交互效应,具有“刺激”型个性的餐饮品牌采用虚拟偶像代言人能够使消费者产生更积极的品牌态度;具有“可靠”型个性的餐饮品牌采用真人明星代言人更有利于提升消费者品牌态度。(2)加工流畅性在上述交互作用中具有完全中介效应。(3)消费者心理距离对上述影响的调节作用显著,当消费者对代言人的心理距离感知越近,代言人类型与餐饮品牌个性的交互对加工流畅性的影响越显著。研究为餐饮品牌精准选择代言人类型和优化品牌营销方案提供了有益的建议和帮助,在一定程度上有利于提升餐饮品牌的营销效果。Based on the theory of brand personality,this paper constructs a theoretical model of the interactive impact of endorser type(virtual idol vs.real-life celebrity)and restaurant brand personality on brand attitudes,aiming to reveal the underlying paths through which these interactions influence consumer perceptions.Through three groups of experiments,the findings reveal that:(1)Different endorser types and restaurant brand personalities have significant interactive effects on brand attitudes.Specifically,restaurant brands with“stimulating”personalities generate more positive brand attitudes when endorsed by virtual idols,while brands with“reliable”personalities achieve enhanced consumer brand attitudes through endorsements by real-life celebrities;(2)Processing fluency fully mediates the aforementioned interaction effect;(3)Psychological distance of consumers has a significant moderating effect on the above effects.When consumers perceive a closer psychological distance to the endorser,the interaction between the endorser type and brand personality has a more significant impact on processing fluency.This study provides some actionable insights for restaurant brands to accurately select endorser types and optimize the brand marketing plans,thereby offering theoretical and practical contributions to improve brand communication efficacy.

关 键 词：代言人类型 餐饮品牌个性 品牌态度 加工流畅性 心理距离 

分 类 号：F592[经济管理—旅游管理]