虚拟数字人博主语言风格与消费者购买意愿

Virtual Influencers’ Language Style and Consumer Purchase Intentions

摘要: 在数字化时代，虚拟数字人博主逐渐成为品牌营销和消费者互动的关键工具。通过其独特的外观和互动体验，这些博主在提升品牌知名度和促进产品销售方面展现了惊人的经济价值。本研究聚焦于虚拟数字人博主的语言风格，同时引入刻板印象内容模型(SCM)，探讨了其如何影响消费者的购买意愿。研究发现，相比陈述性语言，修辞性语言风格能更有效地提升消费者的购买意愿。此外，消费者对博主的“温暖”和“能力”感知在此过程中起到了重要的中介作用。这些发现为理解虚拟数字人在社交媒体营销中的作用提供了新的视角，明晰了语言风格和人性化特质在形成消费者态度和行为中的重要性，并为品牌和虚拟数字人博主的管理团队提供了营销策略上的启示。

Abstract: In the digital era, virtual influencers are gradually becoming a key tool for brand marketing and consumer interaction. Through their unique appearance and interactive experience, these influencers have demonstrated amazing economic value in increasing brand awareness and promoting product sales. This study focuses on the linguistic style of virtual influencers and also introduces the Stereotype Content Model (SCM) to explore how it affects consumers’ purchase intention. It is found that figurative language style is more effective in enhancing consumers’ purchase intention than literal language. In addition, consumers’ perceptions of the influencers’ “warmth” and “competence” played an important mediating role in this process. These findings provide new insights into the role of avatars in social media marketing, clarify the importance of language styles and human qualities in shaping consumer attitudes and behaviors, and provide marketing strategy implications for brands and virtual influencers’ management teams.