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Updated: Sep 9, 2025

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior
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中国のGen Z市場におけるバーチャル・インフルーエンサー効果: 基本的な特徴と二重モデレーションが購入の意図をどのように形作るか

Ying Wang1, Hon Tat Huam2, Abu Bakar Abdul Hamid3

  • 1Putra Business School, Seri Kembangan 43400, Malaysia.

Acta psychologica
|August 28, 2025
PubMed
まとめ

仮想のインフルーエンサーは 重要な特性を通じて 中国の"Z世代"の消費者の 購入意欲を大きく高めます ブランドの価値と感情的な結びつきは,これらの効果をさらに高め,マーケティング戦略を導きます.

キーワード:
アタッチメント理論ブランドエンダスメント消費者の行動ジェネレーションZ購入の意図信号理論ソーシャルメディアマーケティングバーチャルエンダーサーバーチャル・インフルーエンサー

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