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
-
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。
-
-
[1]
GURSOY D,CHI O H,LU L,et al.Consumers acceptance of artificially intelligent (AI) device use in service delivery[J].International Journal of Information Management,2019(49):157.
-
[2]
张仪,王永贵.服务机器人拟人化对消费者使用意愿的影响机理研究:社会阶层的调节作用[J].外国经济与管理,2022(3):3.
-
[3]
张宁,李观飞.虚拟代言人的结构失调程度对品牌态度的影响机制研究[J].营销科学学报,2017(3):57.
-
[4]
THOMAS V L,FOWLER K.Close encounters of the AI kind:Use of AI influencers as brand endorsers[J].Journal of Advertising,2021(1):11.
-
[5]
朱华伟,苏羽,冯靖元.代言人类型和产品创新类型对创新产品购买意愿的交互影响[J].南开管理评论,2022(6):118.
-
[6]
姜凌,冯源.独特化需求对虚拟代言人说服效果影响研究[J].商业经济与管理,2020(6):66.
-
[7]
GRAY K,WEGNER D M.Feeling robots and human zombies:Mind perception and the uncanny valley[J].Cognition,2012(1):125.
-
[8]
BARTNECK C,KULIC D,CROFT E,et al.Measurement instruments for the anthropomorphism,animacy,likeability,perceived intelligence,and perceived safety of robots[J].International Journal of Social Robotics,2009(1):71.
-
[9]
MOUSSAWI S,KOUFARIS M,BENBUNAN-FICH R.How perceptions of intelligence and anthropomorphism affect adoption of personal intelligent agents[J].Electronic Markets,2021(2):343.
-
[10]
冯源,姜凌.虚拟的说服力:消费者拟人化感知对虚拟名人广告的影响机制[J].应用心理学,2020(4):315.
-
[11]
KIM S Y,SCHMITT B H,THALMANN N M.Eliza in the uncanny valley:Anthropomorphizing consumer robots increases their perceived warmth but decreases liking[J].Marketing Letters,2019(1):1.
-
[12]
朱振中,刘福.能力还是热情?广告诉求对消费者品牌认同和购买意向的影响[J].心理学报,2020(3):357.
-
[13]
刘伟,纪思淼,齐捧虎.企业家形象、消费者企业家钦佩感与消费者品牌态度[J].外国经济与管理,2018(3):121.
-
[14]
霍春辉,庞铭.消费者感知品牌创新性对营销生产力的影响[J].财经问题研究,2020(6):139.
-
[15]
SHIN H,LARSON L R L.The bright and dark sides of humorous response to online customer complaint[J].European Journal of Marketing,2020(8):2013.
-
[16]
CAMPBELL C,PLANGGER K,SANDS S,et al.Preparing for an era of deepfakes and AI-generated ads:A framework for understanding responses to manipulated advertising[J].Journal of Advertising,2022(1):22.
-
[17]
KIM H Y,MCGILL A L.Minions for the rich?Financial status changes how consumers see products with anthropomorphic features[J].Journal of Consumer Research,2018(2):429.
-
[18]
汪涛,谢志鹏,崔楠.和品牌聊聊天:拟人化沟通对消费者品牌态度影响[J].心理学报,2014(7):987.
-
[1]
-
点击查看大图
计量
- PDF下载量: 6
- 文章访问数: 3092
- 引证文献数: 0
下载:
