西安石油大学学报（社会科学版）2025，Vol.34Issue(1)：97-104,119,9.
虚拟网红拟人化特性对购买意愿的影响因素研究
Research on the Influencing Factors of Virtual Internet Celebrities'Anthropomorphic Characteristics on Purchase Intention
杨思凡 1龙海鸣2
作者信息
- 1. 泉州师范学院 文学与传播学院,福建 泉州 362000
- 2. 东莞城市学院 新传媒与艺术学院,广东 东莞 523000
- 折叠
摘要
Abstract
In the new era of digital marketing,virtual internet celebrities have quickly become an impor-tant tool for brand promotion with their unique charm and extensive influence.By giving virtual internet celeb-rities anthropomorphic characteristics,brands can establish a different emotional connection with consumers and enhance the market attractiveness of brands.This study explored the influence of anthropomorphic characteris-tics of virtual internet celebrities on consumers'brand attitudes,brand trust and purchase intention,and exam-ined the moderating effect of the valley of horror in this process.The results show that the anthropomorphic characteristics of virtual internet celebrities have significant positive effects on brand attitudes in different di-mensions,among which the influence of cognitive experience anthropomorphism is the most significant.At the same time,active brand attitude significantly enhances consumers'trust and intention to buy.In addition,the uncanny valley effect has a significant negative moderating effect between appearance anthropomorphism,con-scious emotion anthropomorphism and brand attitude.The research results not only help to deepen the under-standing of the influence mechanism of virtual Internet celebrities in consumer behavior,but also provide theo-retical basis and practical guidance for the optimization of brand and marketing strategies.关键词
虚拟网红/拟人化/恐怖谷效应/品牌态度/品牌信任/购买意愿Key words
virtual internet celebrity/anthropomorphism/uncanny valley effect/brand attitude/brand trust/purchase intention分类
管理科学引用本文复制引用
杨思凡,龙海鸣..虚拟网红拟人化特性对购买意愿的影响因素研究[J].西安石油大学学报（社会科学版）,2025,34(1):97-104,119,9.
