Uncovering effects of virtual endorser’s attractiveness on consumer behaviors from the perspective of national culture DOI Creative Commons
Shizhen Bai, Wei Zhang, Dingyao Yu

et al.

Current Psychology, Journal Year: 2024, Volume and Issue: 43(34), P. 27534 - 27547

Published: Aug. 10, 2024

In the context of social media, more and enterprises take virtual endorsers for brand marketing. Investigating people's preferences concerns about endorsers' characteristics seeking to understand users' feedback on effectiveness endorsement with help reviews are important companies expand their digital marketing strategies. We use machine learning approach, conduct text mining regression analysis advertisements reviews, find positive effect attractiveness purchase intention suppressing advertising perception between intention. Users' high information deepens impression improves advertisements. However, that may lead psychological revulsion inhibition, coefficient toward is negative significant. Fortunately, we confirmed moderating role emotion weaken inhibitory effect. Additionally, study validates national culture relationship endorser's Our findings have implications studying consumer psychology behaviors by big data analysis, it gives practical suggestions adopt strategy effectively provides references facilitate transformation media.

Language: Английский

A Study on the Factors Influencing Chinese Costume Consumers Utilizing Live Streaming Platforms to Purchase Products: A Case Study of Douyin DOI Creative Commons
Hui Liu, Jingwen Liang

Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(1), P. 38 - 38

Published: Feb. 27, 2025

A dominant marketing paradigm has appeared in the form of live streaming e-commerce, which holds a significant user base and exhibits an upward trend sales figures. Based on technology acceptance model (TAM) perceived value theory, combined with KANO analytic hierarchy process (AHP), this study extracts consumer demand characteristics through questionnaire survey 402 Chinese Douyin consumers who watch clothing online participate purchases. The categorizes demands into five dimensions 17 indicators: usefulness, ease use, emotional value, economic e-commerce anchor characteristics, hierarchical framework for clothing-focused is constructed. Four critical deep influence factors were indicated by findings: information acquisition, after-sales support, smooth communication, experience. These indicators are primary future optimization platforms. results provide effective data analysis suggestions related to purchasing needs clothing-based platforms so as improve customer satisfaction thus turnover, well theoretical method reference subsequent research

Language: Английский

Citations

1
Influence mechanism of live streaming influencer characteristics on purchase intention under urban-rural and male-female divides: the mediating role of consumer emotions DOI
Rong Zhou

Current Psychology, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 18, 2025

Language: Английский

Citations

0
The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerce DOI Creative Commons

Adi Prasetyo Tedjakusuma,

Andri Dayarana K. Silalahi, Ixora Javanisa Eunike

et al.

Digital Business, Journal Year: 2025, Volume and Issue: unknown, P. 100115 - 100115

Published: March 1, 2025

Language: Английский

Citations

0
Virtual Influencers as Brand Endorsers: Developing and Validating a Multidimensional Evaluation Scale DOI Creative Commons
Yoon Y. Cho

Journal of theoretical and applied electronic commerce research, Journal Year: 2025, Volume and Issue: 20(2), P. 90 - 90

Published: May 1, 2025

Virtual influencers are emerging as a powerful tool in strategic communication, yet their effectiveness brand endorsers remains underexplored. This study aims to develop consumer-centric scale assess virtual influencers’ social media marketing campaigns. The research methodology follows systematic scale-development process. First, an integrated literature review was conducted establish conceptual model for evaluating influencers. Second, initial pool of evaluation items developed and validated by experts. Third, exploratory factor analysis (EFA) with 208 participants the reliability validity preliminary items. Finally, confirmatory (CFA) 209 performed finalize scale. resulting measurement comprises four key dimensions: communication skills, narrative strategies, visual appearance, human-like movement. By introducing structured method grounded anthropomorphism, this enhances assessment digital

Language: Английский

Citations

0
Peran Daya Tarik dan Keahlian Streamer terhadap Niat Pembelian melalui Flow Experience DOI Open Access

Fernando Justin Herman,

Rita Amelinda

Jurnal Ekonomi, Journal Year: 2025, Volume and Issue: 30(1), P. 88 - 110

Published: March 27, 2025

This study aims to analyze the influence of Streamer Attractiveness and Expertise on Purchase Intention, mediated by Flow Experience, in context Live Shopping TikTok among Gen Z West Jakarta. creates emotional visual appeal, keeping audience engaged during sessions. Meanwhile, provides valid convincing product information, building trust recommendations meet needs. The collected data from 120 respondents residing Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with WarpPLS 8.0 software. findings revealed that significantly Experience Intention. Additionally, mediates relationship between These insights offer theoretical contributions digital marketing literature practical implications for businesses optimize strategies.

Language: Английский

Citations

0
Uncovering effects of virtual endorser’s attractiveness on consumer behaviors from the perspective of national culture DOI Creative Commons
Shizhen Bai, Wei Zhang, Dingyao Yu

et al.

Current Psychology, Journal Year: 2024, Volume and Issue: 43(34), P. 27534 - 27547

Published: Aug. 10, 2024

In the context of social media, more and enterprises take virtual endorsers for brand marketing. Investigating people's preferences concerns about endorsers' characteristics seeking to understand users' feedback on effectiveness endorsement with help reviews are important companies expand their digital marketing strategies. We use machine learning approach, conduct text mining regression analysis advertisements reviews, find positive effect attractiveness purchase intention suppressing advertising perception between intention. Users' high information deepens impression improves advertisements. However, that may lead psychological revulsion inhibition, coefficient toward is negative significant. Fortunately, we confirmed moderating role emotion weaken inhibitory effect. Additionally, study validates national culture relationship endorser's Our findings have implications studying consumer psychology behaviors by big data analysis, it gives practical suggestions adopt strategy effectively provides references facilitate transformation media.

Language: Английский

Citations

1