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Consumer Preference for Virtual Reality Advertisements with Human-Scene Interaction: An Intermediary Based on
He-Lin Wei1,2, Hong Li1,2, Shao-Ying Zhu1,2
1Department of Business Administration, School of Business, Guangxi University, Nanning, China.
Cyberpsychology, Behavior and Social Networking
|February 14, 2023
Summary
Virtual spokespersons enhance consumer purchase intentions more than real celebrities by satisfying psychological needs. Advertising scenarios moderate this effect, offering new insights into digital marketing strategies.
Area of Science:
- Marketing
- Consumer Psychology
- Digital Technology
Background:
- The rise of virtual technology is transforming consumption patterns and advertising.
- Virtual spokespersons are emerging as a new form of endorsement, challenging traditional celebrity endorsements.
Purpose of the Study:
- To investigate the impact of virtual character spokespersons versus real celebrity spokespersons on consumer purchase intentions.
- To explore the mediating role of psychological need satisfaction and the moderating effect of advertising scenarios in this relationship.
- To expand the understanding of spokesperson categories within the framework of self-determination theory.
Main Methods:
- Conducted 2 pilot experiments and 4 formal experiments.
- Examined the relationships between spokesperson type, advertising scenario, and consumer purchase intentions.
- Analyzed the mediating effect of psychological need satisfaction and the moderating effect of advertising scenarios.
Main Results:
- Virtual character spokespersons positively influence consumer purchase intentions more than real celebrity spokespersons.
- Psychological need satisfaction acts as a mediator in the positive impact of virtual spokespersons.
- Advertising scenarios significantly moderate the effectiveness of virtual spokespersons.
Conclusions:
- Virtual spokespersons offer a more effective advertising endorsement strategy compared to real celebrities.
- Leveraging virtual spokespersons can enhance purchase intentions by fulfilling consumers' psychological needs.
- Tailoring advertising scenarios is crucial for maximizing the impact of virtual spokespersons in digital marketing.
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