基于体验视角下虚拟数字人风格对消费者购买意愿的影响研究

A Study on the Influence of Virtual Digital Human Style Based on the Perspective of Experience on Consumers’ Purchase Intentions

摘要: 随着科学技术的不断发展，虚拟数字人在多个领域发挥其独特的价值。本文从体验视角出发，分析虚拟数字人风格对消费者购买意愿的影响机制。研究发现：虚拟数字人所具有的责任感和个性化能够提升消费者在线购买意愿，其中虚拟数字人中个性化特征的影响效果较强；具有个性化特征的虚拟数字人能够增强心流体验，进而对消费者在线购买意愿产生积极影响；心流体验在虚拟数字人个性化特征和消费者购买意愿之间起中介作用。

Abstract: With the continuous development of science and technology, virtual digital humans have unique value in many fields. This paper analyzes the influence mechanism of virtual digital human style on consumers’ purchase intent from the perspective of experience. The research findings are as follows: the sense of responsibility and personalization possessed by virtual digital humans can enhance consumers’ online purchase intent, with the personalization feature having a stronger impact; personalized virtual digital humans can enhance the flow experience, thereby positively influencing consumers’ online purchase intent; the flow experience mediates the relationship between the personalization feature of virtual digital humans and consumers’ purchase intent.