Influence of Perceived Authenticity of Virtual Spokesperson on Consumer Brand Attitude

doi:10.1109/ICDACAI59742.2023.00015

IR > 经济管理学院

	Influence of Perceived Authenticity of Virtual Spokesperson on Consumer Brand Attitude
	Hu, Guangkuo; Zhao, Yanyan; Samia, Elghazali
	2023
会议名称	2nd International Conference on Data Analytics, Computing and Artificial Intelligence, ICDACAI 2023
会议录名称	Proceedings - 2023 2nd International Conference on Data Analytics, Computing and Artificial Intelligence, ICDACAI 2023
页码	51-56
会议日期	October 17, 2023 - October 19, 2023
会议地点	Zakopane, Poland
出版者	Institute of Electrical and Electronics Engineers Inc.
摘要	With the rapid development of digital technologies such as virtual reality (VR), artificial intelligence (AI) and computer-generated image (CGI), the types of virtual spokespersons are more and more abundant and widely applied. Virtual spokespersons build a new communication channel between brands and consumers, so it is urgent for enterprises to explore the influence of perceived authenticity of virtual spokespersons on consumers' brand attitudes. Based on the perspective of psychological distance, through the empirical analysis of the results, it is found that the perceived authenticity of virtual spokesperson has a significant positive impact on psychological distance and brand attitude, and psychological distance has a significant positive impact on brand attitude. Psychological distance plays a partial mediating role between virtual spokesperson's perceived authenticity and brand attachment. © 2023 IEEE.
关键词	Authentication Brand attitude Communications channels Computer-generated image technology Computer-generated images Digital technologies Empirical analysis Image technology Perceived authenticity Psychological distance Virtual spokesperson
DOI	10.1109/ICDACAI59742.2023.00015
收录类别	EI
语种	英语
EI入藏号	20240315401869
EI主题词	Virtual reality
EI分类号	723 Computer Software, Data Handling and Applications
原始文献类型	Conference article (CA)
引用统计	无
文献类型	会议论文
条目标识符	https://ir.lut.edu.cn/handle/2XXMBERH/169675
专题	经济管理学院
通讯作者	Zhao, Yanyan
作者单位	Lanzhou University of Technology, Department of Economics and Management, Lanzhou, China
第一作者单位	兰州理工大学
通讯作者单位	兰州理工大学
推荐引用方式 GB/T 7714	Hu, Guangkuo,Zhao, Yanyan,Samia, Elghazali. Influence of Perceived Authenticity of Virtual Spokesperson on Consumer Brand Attitude[C]:Institute of Electrical and Electronics Engineers Inc.,2023:51-56.