The impact of hyper-realistic virtual spokesperson characteristics on brand attitude

Abstract

In the highly technological and intelligent era, big data and artificial intelligence technologies are increasingly integrated into people's lives. Under this trend, many brands choose to adopt virtual images with high simulation as brand spokespersons to attract consumers' attention. This paper takes hyper-realistic virtual spokesperson as the research object, and mainly explores the interaction between hyper-realistic virtual spokesperson characteristics, brand trust, brand attitude and adult playfulness. The study found that: (1) hyper-realistic virtual spokesperson relevance and attractiveness characteristics have a positive effect on brand attitude, and interactivity characteristics do not have a significant effect on brand attitude. (2) Brand trust partially mediates between the relevance and attractiveness characteristics of hyper-realistic virtual spokespersons and brand attitude. (3) Adult playfulness plays a moderating role between hyper-realistic virtual spokesperson characteristics and brand trust.