{"title":"代言人选择和产品新颖性对消费者购买意向的影响","authors":"Fu Liu, Haiying Wei, Zhaoyang Sun, Zhenzhong Zhu, Haipeng (Allan) Chen","doi":"10.1108/jrim-03-2023-0098","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to investigate the effect of the virtual spokesperson type on the consumers' preference for new products. To meet the consumer needs of Generation Z, virtual spokespeople have become new assistants in brand marketing. However, how virtual spokespersons drive consumer preference for new products is minimally understood.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>This research conducts three experiments to investigate the influence of virtual spokesperson type on consumers' preference for new products.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The research shows that, for radically new products, competent virtual spokespersons improve consumers' perception of self-efficacy and thus consumers' preference; for incrementally new products, warm virtual spokespersons improve consumers' perception of social connection and thus consumers' willingness to buy.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study broadens research on brand spokespersons and virtual spokespersons. This research also enriches and expands research on the consideration of new product types in brand spokespersons.</p><!--/ Abstract__block -->","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":"23 1","pages":""},"PeriodicalIF":9.6000,"publicationDate":"2024-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The influence of spokesperson choice and product newness on consumer purchase intention\",\"authors\":\"Fu Liu, Haiying Wei, Zhaoyang Sun, Zhenzhong Zhu, Haipeng (Allan) Chen\",\"doi\":\"10.1108/jrim-03-2023-0098\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This study aims to investigate the effect of the virtual spokesperson type on the consumers' preference for new products. To meet the consumer needs of Generation Z, virtual spokespeople have become new assistants in brand marketing. However, how virtual spokespersons drive consumer preference for new products is minimally understood.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>This research conducts three experiments to investigate the influence of virtual spokesperson type on consumers' preference for new products.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>The research shows that, for radically new products, competent virtual spokespersons improve consumers' perception of self-efficacy and thus consumers' preference; for incrementally new products, warm virtual spokespersons improve consumers' perception of social connection and thus consumers' willingness to buy.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>This study broadens research on brand spokespersons and virtual spokespersons. This research also enriches and expands research on the consideration of new product types in brand spokespersons.</p><!--/ Abstract__block -->\",\"PeriodicalId\":47116,\"journal\":{\"name\":\"Journal of Research in Interactive Marketing\",\"volume\":\"23 1\",\"pages\":\"\"},\"PeriodicalIF\":9.6000,\"publicationDate\":\"2024-04-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Research in Interactive Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jrim-03-2023-0098\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Research in Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jrim-03-2023-0098","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
摘要
目的 本研究旨在探讨虚拟代言人类型对消费者新产品偏好的影响。为满足 Z 世代的消费需求,虚拟代言人已成为品牌营销的新助手。设计/方法/途径本研究通过三个实验来探讨虚拟代言人类型对消费者新产品偏好的影响。研究结果研究结果表明,对于激进型新产品,有能力的虚拟代言人会提高消费者的自我效能感,从而提高消费者的偏好;对于渐进型新产品,热情的虚拟代言人会提高消费者的社会联系感,从而提高消费者的购买意愿。本研究还丰富和扩展了有关品牌代言人考虑新产品类型的研究。
The influence of spokesperson choice and product newness on consumer purchase intention
Purpose
This study aims to investigate the effect of the virtual spokesperson type on the consumers' preference for new products. To meet the consumer needs of Generation Z, virtual spokespeople have become new assistants in brand marketing. However, how virtual spokespersons drive consumer preference for new products is minimally understood.
Design/methodology/approach
This research conducts three experiments to investigate the influence of virtual spokesperson type on consumers' preference for new products.
Findings
The research shows that, for radically new products, competent virtual spokespersons improve consumers' perception of self-efficacy and thus consumers' preference; for incrementally new products, warm virtual spokespersons improve consumers' perception of social connection and thus consumers' willingness to buy.
Originality/value
This study broadens research on brand spokespersons and virtual spokespersons. This research also enriches and expands research on the consideration of new product types in brand spokespersons.
期刊介绍:
The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management.
ISSN: 2040-7122
eISSN: 2040-7122
With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.