消费者行为中的虚拟影响者:社会影响理论视角

IF 4.5 2区 管理学 Q1 BUSINESS
Dinara Davlembayeva, Simos Chari, Savvas Papagiannidis
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引用次数: 0

摘要

尽管虚拟影响者,即计算机生成的角色,已经成为市场营销中一个日益增长的趋势,但我们对其对消费者态度和行为的影响仍然知之甚少。为了弥补这一不足,本研究:(a)探讨个人对虚拟影响者所诱导的影响的接受程度;(b)研究接受影响如何转化为行为。借鉴社会影响理论,我们首先进行了全面的文献综述,以提取虚拟影响者的关键属性(即温暖、相关性、互动性、能力、同理心、独特性、公平性和可信度),这些属性是决定影响接受度的参与因素。然后,我们根据 601 份调查反馈,利用模糊集定性比较分析法,分析了参与促进因素、影响接受过程(即遵从、认同和内化)和行为反应(购买意向和行为采纳)之间的关联。我们的研究结果凸显了导致高度顺从、认同和内化以及行为反应的各种虚拟影响者属性。我们通过解释虚拟影响者的说服力及其刺激行为的有效性的原因,为影响者文献做出了贡献。我们的研究还为品牌经理如何在网络营销战略中利用虚拟影响者提供了实用见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Virtual Influencers in Consumer Behaviour: A Social Influence Theory Perspective
Although virtual influencers, that is, computer‐generated personas, have been a growing trend in marketing, we still know very little about their impact on consumers’ attitudes and behaviour. To bridge this gap, this study: (a) explores individuals’ acceptance of influences induced by virtual influencers and (b) investigates how influence acceptance translates into behaviour. Drawing on Social Influence Theory, we first conducted a comprehensive literature review to extract the key attributes of virtual influencers (i.e. warmth, relatedness, interactivity, competence, empathy, uniqueness, fairness and credibility) as enablers of engagement that can determine influence acceptance. Then, based on 601 survey responses and using a fuzzy‐set qualitative comparative analysis, we analysed the associations between the enablers of engagement, influence acceptance processes (i.e. compliance, identification and internalization) and behavioural responses (purchase intention and behaviour adoption). Our findings highlight various sets of virtual influencer attributes that lead to high degrees of compliance, identification and internalization, and behavioural responses. We contribute to the influencer literature by explaining the causes of the persuasiveness of virtual influencers and their effectiveness in stimulating behaviour. Our study also offers practical insights into how brand managers can leverage virtual influencers in online marketing strategies.
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来源期刊
CiteScore
10.00
自引率
12.50%
发文量
87
期刊介绍: The British Journal of Management provides a valuable outlet for research and scholarship on management-orientated themes and topics. It publishes articles of a multi-disciplinary and interdisciplinary nature as well as empirical research from within traditional disciplines and managerial functions. With contributions from around the globe, the journal includes articles across the full range of business and management disciplines. A subscription to British Journal of Management includes International Journal of Management Reviews, also published on behalf of the British Academy of Management.
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