纺织学报 ›› 2023, Vol. 44 ›› Issue (12): 153-161.doi: 10.13475/j.fzxb.20221103301
WU Yanfei, ZHANG Ying(), XUE Zhebin
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。
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