纺织学报 ›› 2023, Vol. 44 ›› Issue (12): 153-161.doi: 10.13475/j.fzxb.20221103301

• 服装工程 • 上一篇    下一篇

虚拟形象娱乐价值对时尚品牌购买意愿的影响

吴燕飞, 张颖(), 薛哲彬   

  1. 苏州大学 纺织与服装工程学院, 江苏 苏州 215021
  • 收稿日期:2022-11-10 修回日期:2023-09-12 出版日期:2023-12-15 发布日期:2024-01-22
  • 通讯作者: 张颖(1990—),女,博士。主要研究方向为数字化服装设计、服装市场营销。E-mail:aimee_ying@suda.edu.cn
  • 作者简介:吴燕飞(1999—),女,硕士生。主要研究方向为数字化服装设计。
  • 基金资助:
    教育部人文社会科学研究项目(青年基金项目)(22YJC760111);苏州大学人文社会科学研究一般项目(22XM2011)

Effect of virtual influencer entertainment value on fashion brand purchase intention

WU Yanfei, ZHANG Ying(), XUE Zhebin   

  1. College of Textile and Clothing Engineering, Soochow University, Suzhou, Jiangsu 215021, China
  • Received:2022-11-10 Revised:2023-09-12 Published:2023-12-15 Online:2024-01-22

摘要:

为辅助时尚品牌更好地利用虚拟数字人进行产品的营销和推广,通过文献和理论研究,建立了娱乐价值、沉浸感、购买意愿3个变量的理论模型,探索沉浸感在影响购买意愿路径中的中介作用,此外还考虑数字人角色类型和消费者性别的调节作用,构建了中介模型,并引入调节变量,利用回归模型对收集的282份有效问卷进行实证分析。研究结果表明:消费者的购买意愿受到虚拟数字人提供的娱乐价值显著正向影响,并且存在2种影响路径,直接影响或者通过中介变量沉浸感间接影响消费者购买意愿;此外,在中介模型中,消费者性别差异起到显著的调节作用,虚拟角色类型差异对中介效应的调节作用不显著,通过Bootstrap检验法得出当消费者为男性且选择的虚拟人为二次元动漫类时调节效应较强;以虚拟数字人为载体的营销方式可通过分析受众性别特征和筛选不同的角色类型来传递更高质量的娱乐价值,从而刺激消费者的购买行为。

关键词: 虚拟数字人, 娱乐价值, 沉浸感, 消费者性别, 虚拟人类型, 时尚品牌, 购买意愿

Abstract:

Objective There has been a surging interest in the realm of virtual influencer marketing in the recent years. The virtual influencer can be defined as a digital character created by using computer graphics software, which is then given a personality defined by a first-person view of the world, and made accessible on various media platforms to exert their influence. AYAYI, for instance, stands as a prominent example in this domain. With over 124 thousand followers on Red, AYAYI has emerged as one of the most influential figures in the fashion industry. Therefore, a lucid theoretical explication of this new phenomenon between virtual influencers and consumers' purchase intention that is based on empirical investigation, from the perspective of consumers, is greatly needed.
Method In order to analyze the influence of the entertainment value of virtual influencers on fashion brands' purchase intention, a theoretical model with three variables was established, including entertainment value, flow experience, and purchase intention. Through literature review and theoretical research, this research delved into exploring the mediating role of the flow experience in shaping the path toward purchase intentions. Moreover, the study took into account the moderating effects of two critical factors: the type of digital persona (ultra-realistic virtual avatar versus secondary anime character) and the gender of the consumers (male versus female). This led to the construction of a model that encompasses mediation and moderation effects. A total of 282 questionnaires were collected from the respondents and were usable for further analysis. The statistical software SPSS 24.0 was employed to rigorously test not only the mediating and moderating effects but also the overall influence of these variables on the research framework.
Results The results of our quantitative experiments have yielded valuable insights. Firstly, they demonstrate that the entertainment value provided by virtual influencers exerts a significant and positive influence on consumers' purchase intentions. This influence operates along two distinct paths: an indirect route through the mediating factor of the flow experience, and a direct one. Moreover, within the mediation model, it's noteworthy that consumers' gender differences play a significant moderating role. However, it's interesting to observe that the differences between virtual characters do not exert a significant moderating effect on the mediation process. Further analysis through a bootstrap test reveal that the moderating impacts of entertainment value and flow experience were more pronounced when the user identified as male and opted for a secondary anime character. Conversely, these moderating effects were less pronounced when the user identified as female and chose an ultra-realistic virtual avatar. These findings shed light on the intricate interplay of these variables and offer valuable insights into consumer behavior in the context of virtual influencer marketing.
Conclusion The study provides several key insights. Firstly, it underscores the importance of tailoring marketing strategies for virtual influencers based on audience gender characteristics and the selection of different character types. By doing so, companies can enhance the entertainment value delivered to consumers, thereby stimulating their purchasing behavior. This highlights that consumers' perception and acceptance of products or services are not solely based on their intrinsic qualities but also on the emotional and experiential values they provide. These values include feelings of enjoyment, emotional comfort, and the excitement generated through interactions with preferred avatar types. The ability of companies to offer these entertainment values during the consumer experience directly influences their purchasing decisions. Secondly, the study reveals that the relationship between the entertainment value of avatars and consumer purchase intentions is partially mediated by the flow experience. In other words, the virtual image crafted by a company can impact a consumer's purchase intention directly. Simultaneously, part of this influence is channeled through the immersive and engaging experience that consumers themselves create while interacting with the avatar.

Key words: virtual digital image, entertainment value, flow experience, gender of consumer, type of virtual image, fashion brand, purchase intention

中图分类号: 

  • TS941.1

图1

研究模型框架"

表1

综合测量模型检验性因子分析"

维度结构 测量指标 标准化
载荷
Cronbach's
Alpha 系数
组合
信度
平均提取
方差
娱乐价值 看到该类虚拟形象时,我感到很放松 0.772 0.865 0.859 0.605
看到该类虚拟形象时,让我感到心情愉悦 0.810
与该类虚拟形象互动让我感到有趣 0.800
与该类虚拟形象互动可帮我打发无聊的时间 0.726
沉浸感 在观看该类虚拟形象进行产品推广时,我会觉得时间过得很快 0.661 0.811 0.781 0.546
在观看该类虚拟形象进行产品推广时,我常常沉浸其中 0.706
在观看该类虚拟形象进行产品推广时,我会集中精力忽略掉周围发生的事情 0.839
购买意愿 同类产品中,我会优先考虑购买该虚类拟角色宣传的产品 0.794 0.865 0.864 0.614
该类虚拟形象对产品的推广能激发我的购买欲望 0.726
我会持续购买该类虚拟形象宣传的产品 0.855
我会向亲朋好友推荐该类虚拟形象宣传的产品 0.753

表2

中介效应、直接效应及总效应分解"

效应类别 路径 效应值 SE t 95%置信区间
LLCI ULCI
中介效应 娱乐价值-沉浸感 0.317 0.053 0.216 0.422
直接效应 娱乐价值-购买意愿 0.278 0.66 4.215*** 0.148 0.408
总效应 娱乐价值-购买意愿 0.595 0.055 10.857*** 0.487 0.703

表3

具有调节作用的中介效应的回归分析"

结果变量 预测变量 假设 整体拟合指数 回归系数显著性 结果
R R2 F β LLCI ULCI t
娱乐价值 H1 0.666 0.443 43.925 1.047 0.652 1.443 5.212*** 成立
性别 1.585 0.476 2.694 2.813**
沉浸感 娱乐×性别 H5 -0.292 -0.498 -0.087 2.798** 成立
类型 -0.658 -1.757 0.441 -1.179
娱乐×类型 H4 0.088 -0.116 0.292 0.850 不成立
购买意愿 娱乐 H3 0.642 0.412 97.717 0.177 0.148 0.408 4.215*** 成立
沉浸 H2 0.564 0.323 0.556 7.408*** 成立

表4

2个调节变量对效应分析"

交互项 R2-chng F df1 df2 p 结果
娱乐×性别 0.016 7.832 1.000 276.000 0.005 成立
娱乐×类型 0.001 0.723 1.000 276.000 0.396 不成立
总效应 0.016 3.929 2.000 276.000 0.021 成立

表5

有调节的中介效应的Bootstrap检验"

用户性别 虚拟形象类型 β Boot标准误 t 95%置信区间
LLCI ULCI
超写实数字人 0.843 0.084 10.068*** 0.678 1.008
二次元动漫 0.931 0.102 9.085*** 0.729 1.133
超写实数字人 0.551 0.090 6.117*** 0.373 0.728
二次元动漫 0.639 0.079 8.072*** 0.483 0.794
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