虚拟代言人智能感知对消费者品牌态度的作用机制研究
Research on the effect mechanism of perceived intelligence of virtual endorser on brand attitude
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摘要: 数字技术驱动着越来越多的企业开始尝试选择数字化虚拟人作为自己的品牌代言人。数智时代的虚拟代言人不仅具有更加逼真的类人感官特征,还具有一定的类人智能特征。基于这些新变化,探讨虚拟代言人智能感知对消费者品牌态度的影响机制问题,发现:虚拟代言人智能感知对消费者品牌态度有显著促进作用,消费者感知品牌创新性在其中起部分中介作用。
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