贵州财经大学学报

贵州财经大学学报 ›› 2022 ›› Issue (05): 83-91.

• 工商管理 • 上一篇    下一篇

代言人类型与品牌形象对消费者态度的交互影响

李可诣, 靳菲   

  1. 北京大学 光华管理学院, 北京 100871;
    四川大学 商学院, 四川 成都 610064
  • 收稿日期:2021-12-06 出版日期:2022-09-15 发布日期:2022-10-13
  • 作者简介:李可诣(1988—),女,云南昆明人,北京大学光华管理学院博士研究生,研究方向为消费者决策、消费者态度、品牌管理;靳菲(1990—),女,河南安阳人,博士,四川大学商学院副研究员,研究方向为消费行为、社交媒体与新技术营销。
  • 基金资助:
    国家自然科学基金青年项目"社交媒体分享线索对消费者产品评价与选择的影响研究"(72002143); 教育部人文社会科学基金青年项目"人工智能对消费者决策影响的研究:内在机制、边界条件与干预策略"(20YJC630053)。

The Interactive Effect of Endorser Type and Brand Concept on Consumer Attitude

LI Ke-yi, JIN Fei   

  1. Guanghua School of Management, Peking University, Beijing, 100871, China;
    Business School, Sichuan University, Chengdu, Sichuan 610064, China
  • Received:2021-12-06 Online:2022-09-15 Published:2022-10-13

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摘要： 随着社会化媒体的兴起,代言人的类型越来越丰富,虚拟明星的发展给企业带来了全新的选择。真人代言人和虚拟代言人的选择如何给企业带来积极的影响,已经成为一个关键问题。本研究探究虚拟代言人的适用情境,基于加工流畅度理论,通过两组实验发现:(1) 品牌形象与明星代言人类型对产品购买意愿有交互性影响。对于活力型品牌,选用虚拟明星代言人会使消费者产生更高的购买意愿;对于保守型品牌,选用真实明星代言人会使消费者产生更高的购买意愿; (2) 加工流畅度在这种交互效应中发挥中介作用。

关键词: 虚拟明星代言人, 真实明星代言人, 品牌形象, 消费者态度, 加工流畅性

Abstract: With the development of social media, the types of endorsers are becoming more and more abundant, and the development of virtual influencers has brought a new choice to enterprises. However, how to choose between real endorsers and virtual endorsers has become a critical problem for enterprises. This study explored the applicable situations of virtual endorsers based on the Processing Fluency Theory. We conducted two experiments to show (1) the interaction between brand concept and the types of celebrity endorsers on the purchase intention, which is when consumers faced with the open brand concept, the choice of virtual celebrity endorsers makes them have higher purchase intention; When consumers face conservative brand concept, choosing real celebrity endorsers will make them have higher purchase intention; (2) processing fluency plays a mediating role in this interaction.

Key words: virtual endorser, real endorser, brand concept, consumer attitude, processing fluency

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