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| Virtual persuasiveness: the influence mechanism of consumer anthropomorphic perception on virtual celebrity advertising |
| FENG Yuan, JIANG Ling |
| School of Business, Macau University of Science and Technology, Macau, 999078 Management College, Zhongkai University of Agriculture and Engineering, Guangzhou, 510182 |
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Abstract Although there is significant evidence that virtual celebrities advertising is an effective marketing strategy, extant literature has mostly neglected two intermediate factors - the anthropomorphic perception of consumers and the persuasive source of characters. Based on the research on spokes-characters, celebrity endorsement, and anthropomorphic marketing, the authors find that the anthropomorphic tendencies and the need for uniqueness of consumers and character-consumers para-social interaction boost the attitude and behavioral intention of consumers. In addition, the need for uniqueness also has a positive influence on virtual celebrities' persuasiveness. This finding is indicating that marketers should have a keen interest in the individual differences of consumers. The uncovered results have important implications for a company implementing anthropomorphic strategies.
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Published: 10 February 2020
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| Cite this article: |
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FENG Yuan,JIANG Ling. Virtual persuasiveness: the influence mechanism of consumer anthropomorphic perception on virtual celebrity advertising[J]. 应用心理学, 2020, 26(4): 315-326.
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| URL: |
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http://www.appliedpsy.cn/EN/Y2020/V26/I4/315 |
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