Influence of Perceived Authenticity of Virtual Spokesperson on Consumer Brand Attitude

With the rapid development of digital technologies such as virtual reality (VR), artificial intelligence (AI) and computer-generated image (CGI), the types of virtual spokespersons are more and more abundant and widely applied. Virtual spokespersons build a new communication channel between brands and consumers, so it is urgent for enterprises to explore the influence of perceived authenticity of virtual spokespersons on consumers' brand attitudes. Based on the perspective of psychological distance, through the empirical analysis of the results, it is found that the perceived authenticity of virtual spokesperson has a significant positive impact on psychological distance and brand attitude, and psychological distance has a significant positive impact on brand attitude. Psychological distance plays a partial mediating role between virtual spokesperson's perceived authenticity and brand attachment.