吸引力
互动性
相关性(法律)
广告
心理学
品牌知名度
业务
计算机科学
多媒体
政治学
精神分析
法学
标识
DOI:10.56028/aemr.5.1.113.2023
摘要
In the highly technological and intelligent era, big data and artificial intelligence technologies are increasingly integrated into people's lives. Under this trend, many brands choose to adopt virtual images with high simulation as brand spokespersons to attract consumers' attention. This paper takes hyper-realistic virtual spokesperson as the research object, and mainly explores the interaction between hyper-realistic virtual spokesperson characteristics, brand trust, brand attitude and adult playfulness. The study found that: (1) hyper-realistic virtual spokesperson relevance and attractiveness characteristics have a positive effect on brand attitude, and interactivity characteristics do not have a significant effect on brand attitude. (2) Brand trust partially mediates between the relevance and attractiveness characteristics of hyper-realistic virtual spokespersons and brand attitude. (3) Adult playfulness plays a moderating role between hyper-realistic virtual spokesperson characteristics and brand trust.
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