人类相似性与虚拟影响者信誉的代理之间的相互作用
1School of Psychology, Korea University, Seoul, Republic of Korea.
Cyberpsychology, behavior and social networking
|September 26, 2023
概括
人类相似性显著影响虚拟影响者的信誉和用户交互意图. 然而,代理机构,代理机构.
科学领域:
- 营销 营销 营销 营销 营销
- 人与计算机的交互
- 数字通信数字通信
背景情况:
- 虚拟影响者在数字营销中越来越普遍.
- 对品牌来说,了解影响其有效性的因素至关重要.
- 人类形象和代理是虚拟影响者的关键特征.
研究的目的:
- 在虚拟影响者中研究人与人相似性和代理之间的相互作用.
- 确定它们对来源可信度和用户互动意图的影响.
- 探索代理的调节作用在人与人相似和互动之间的关系.
主要方法:
- 实验设计操纵人类相似性 (类似人类的vs. 像化身的) 和代理 (化身vs. 代理).
- 感知到的来源可信度的测量 (吸引力,可信度,专业知识).
- 评估与虚拟影响者互动的意图.
主要成果:
- 人类相似性显著影响了信誉和互动意图.
- 总体而言,该机构没有显著影响信誉或互动意图.
- 自动化的虚拟影响者 (代理人) 在像化身一样的条件下被认为更有吸引力和值得信赖,增加了互动意图.
- 机构通过吸引力和可信度对人与人相似的间接影响进行了调节.
结论:
- 人类相似性是虚拟影响者有效性的主要驱动力.
- 代理人的影响取决于背景,特别是像化身这样的虚拟影响者.
- 调查结果为营销策略中设计和部署虚拟影响者提供了洞察力.
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