摘要
为深入研究虚拟偶像代言虚拟服装过程中,拟人化(外观、道德品行、认知经验和意识情绪)4个维度对虚拟服装购买意愿的影响机理,应用技术接受模型,以拟社会互动、感知易用性、感知有用性和品牌态度作为中介变量,建立关系模型。通过问卷调研收集相关数据,对数据进行信度与效度分析,采用结构方程模型进行实证。结果表明:虚拟偶像拟人化对虚拟服装购买意愿有显著的正向影响,其中虚拟偶像道德品行和认知经验相较于外观和意识情绪对虚拟服装的购买意愿影响更为显著;拟社会互动、感知易用性、感知有用性和品牌态度在过程中存在链式中介作用。研究结果为虚拟偶像的设计运营及如何提升虚拟服装的购买意愿提供参考借鉴。
In recent years,virtual apparel and virtual idols are the hot topics that have emerged.The emergence of virtual apparel has broken the limitations of the traditional apparel industry,and designers can make consumers"wear"exclusive virtual apparel through modeling technology,creating a new opportunity for the future development of the apparel sector.At present,a mature business model has not yet been formed for the domestic virtual apparel industry,while a more mature business model has been formed for virtual idol industry and has strong relevance to virtual apparel.Many virtual apparel designers or studios have began to try to use virtual idol endorsement in order to make breakthroughs.However,there are some problems such as unsatisfactory endorsement effects for virtual idols in the process of apparel brand endorsement,which is mainly due to the inability to meet the audience's demand for their anthropomorphism in the early stage of exploration.Furthermore,there is little research on virtual idol endorsement of virtual apparel in the existing literature,so it is of great significance for both virtual idol enterprises and virtual apparel enterprises to study the influence of anthropomorphism on virtual clothing purchase intention in the process of virtual idol endorsement of virtual apparel.First of all,we redefine the concepts of virtual idol anthropomorphism and virtual apparel,introduce two variables of virtual idol anthropomorphism and parasocial interaction to explore the impact of the four dimensions of virtual idol anthropomorphism,namely appearance,moral virtue,cognitive experience and conscious emotionality on the purchase intention of virtual apparel,and verify the intermediary role of parasocial interaction in it,which is groundbreaking in the field of virtual apparel endorsed by virtual idols.Secondly,we construct an extended model of the technology acceptance model,which expands the scope of the applied research of the Technology Acceptance Model.Finally,we conduct a questionnaire survey based on th
作者
罗林潇
陈李红
LUO Linxiao;CHEN Lihong(Glorious Sun School of Business and Management,Donghua University,Shanghai 200051,China;Shanghai International Fashion Innovation Center,Donghua University,Shanghai 200051,China)
出处
《现代纺织技术》
北大核心
2023年第4期268-280,共13页
Advanced Textile Technology
基金
中央高校基本科研业务费专项资金项目(22D128603)
上海市哲学社会科学规划一般课题(2022BCK002)。
关键词
虚拟偶像
拟人化
虚拟服装
拟社会互动
技术接受模型
virtual idols
anthropomorphism
virtual apparel
parasocial interaction
technology acceptance models
