虚拟形象在跨境电商广告中的情感传播研究

Research on Emotional Communication of Virtual Avatars in Cross-Border E-Commerce Advertising

摘要: 随着跨境电商不断扩张，虚拟形象在广告中的情感作用愈发突出。品牌依托虚拟代言人、虚拟主播等角色，与不同文化语境中的消费者建立持续的情感关联。本文以跨境电商广告为研究对象，在情感营销、拟人化、拟社会互动与跨文化传播等理论视角下，从形象设计、互动话语和文化情境三个方面梳理虚拟形象的情感传播机制：在形象层面，面部特征、身体比例与服饰风格共同构建亲和、专业或活力等情感气质；在互动层面，口语化表述、情绪化回应与日常化叙事强化陪伴感和拟社会联系；在情境层面，节日符号与地域意象帮助完成情感隐喻的跨文化转译。研究认为，虚拟形象激发的愉悦与信任，会通过降低信息理解难度、缓解商业防御心理，逐步影响品牌态度和购买意向，其效果受到受众特征、平台场景与文化背景等因素的共同调节。在此基础上，本文建议结合细分市场与本地文化，对虚拟形象的情感编码进行针对性调整，在保持品牌整体风格的前提下，增强其在全球范围内的情感共鸣。

Abstract: With the rapid expansion of cross border e commerce, virtual personas have become an important emotional vehicle in advertising. Brands rely on virtual endorsers, virtual streamers and other digital characters to sustain emotional connections with consumers across diverse cultural contexts. Taking cross border e commerce advertising as the research setting, and drawing on the perspectives of emotional marketing, anthropomorphism, parasocial interaction and cross cultural communication, this paper examines the emotional communication mechanisms of virtual personas from three dimensions: visual design, interactive discourse and cultural context. At the level of visual design, facial features, body proportions and clothing styles work together to convey different emotional tones such as warmth, professionalism or vitality. At the level of interaction, colloquial expressions, affective responses and everyday narrative plots help strengthen the sense of companionship and parasocial bonds. At the contextual level, festive symbols and local cultural imagery support the cross cultural transfer of emotional metaphors. The study argues that the pleasure and trust elicited by virtual personas do not directly lead to purchase, but influence brand attitudes and buying intention by easing information processing and reducing resistance to commercial persuasion. These effects are conditioned by audience characteristics, platform scenarios and cultural backgrounds. Based on these findings, the paper suggests that brands should adapt the emotional coding of virtual personas to segmented markets and local cultures, so that they can maintain a consistent brand style while achieving stronger emotional resonance in global communication.