品牌自建虚拟代言人的关键要素对用户接受度的影响机制研究

A Study on the Influence Mechanism of Key Elements for Brand-Built Virtual Spokespersons on User Acceptance

摘要: 在智能技术加速迭代与消费者需求不断升级的双重驱动下，近年来品牌聚焦于研发自建虚拟代言人，但其传播效能呈现显著异质性。本研究从虚拟数字人特征、虚拟体验及用户接受度三大核心要素切入，提出品牌自建虚拟代言人的用户采纳假设模型，并通过问卷与统计方法进行实证验证。结果表明，虚拟代言人的人设背景、吸引力和品牌形象一致性对用户购买意愿、口碑评价及分享行为具有显著正向影响，且感官体验、情感体验和关联体验在其中存在中介作用。研究不仅拓展了品牌自建虚拟代言人的理论维度和揭示了虚拟体验路径的传导机制，更为品牌科学设计虚拟代言人、提升用户接受度与品牌营销传播效果提供了实践指导与策略建议。

Abstract: Driven by the accelerated iteration of smart technologies and the continuous upgrading of consumer demands, brands have recently focused on developing their own virtual spokespersons. However, the communication effectiveness of these virtual spokespersons has shown significant heterogeneity. This study examines three core elements—virtual digital human characteristics, virtual experiences, and user acceptance—to propose a user adoption hypothesis model for brand-created virtual spokespersons. The model is empirically validated through questionnaires and statistical methods. The results indicate that the character background, appeal, and brand image consistency of virtual spokespersons have a significant positive impact on user purchase intent, word-of-mouth evaluations, and sharing behavior. Additionally, sensory experiences, emotional experiences, and associative experiences play a mediating role in this process. This study not only expands the theoretical dimensions of brand-created virtual spokespersons and reveals the transmission mechanisms of virtual experience pathways but also provides practical guidance and strategic recommendations for brands to scientifically design virtual spokespersons, enhance user acceptance, and improve brand marketing and communication effectiveness.