Industrial Management & Data Systems,
Год журнала:
2025,
Номер
unknown
Опубликована: Янв. 24, 2025
Purpose
This
study
aims
to
discover
the
impact
of
interaction
between
learning
performance
(as
behavioral
realism)
and
realistic
appearance
form
AI-powered
software
robots
on
user
trust.
The
also
reveal
how
why
happens,
especially
from
dual
processing
perspective
affective
cognitive
human
responses.
Design/methodology/approach
We
adopted
an
experimental
research
methodology
in
a
movie
recommendation
system
environment
where
machine
learning-based
recommendations
are
widely
used.
conducted
3
×
2
factorial
design
experimentation
based
three
levels
(low,
mid
high)
two
(caricature
avatar
digital
human).
used
ANCOVA
PROCESS
Macro
analyze
our
models.
Findings
Our
results
confirm
that
(intelligence)
is
critical
factor
influencing
trust
robots,
this
intelligence–trust
relationship
influenced
by
their
appearance.
further
there
significant
intermediating
mechanisms,
i.e.
responses,
intelligence–appearance
effect
explained
response
mechanism.
Practical
implications
provides
valuable
for
creating
optimal
can
lead
various
settings
utilized.
Originality/value
has
sveral
contributions
literature.
First,
addition
well-recognized
anthropomorphic
characteristics,
investigates
another
(learning
as
intelligence
characteristics)
intriguing
realism
factors.
Second,
drawing
upon
mediated
moderation
perspective,
proposes
novice
factors
build
(the
underlying
mechanisms).
Psychology and Marketing,
Год журнала:
2024,
Номер
41(9), С. 2121 - 2135
Опубликована: Май 23, 2024
Abstract
Heeding
the
rising
popularity
of
virtual
influencers
on
social
media,
many
established
brands
are
beginning
to
collaborate
with
them.
Although
perceived
as
novel
and
exciting,
their
effectiveness
in
different
areas
consumer
behavior
has
not
been
examined.
While
previous
research
compared
several
attributes
human
influencers,
our
is
specifically
motivated
answer:
how
can
marketers
increase
promoting
prosocial
causes?
Across
four
experiments
employing
contexts,
we
increasing
consumers'
intentions
behaviors.
Findings
suggest
that
although
more
persuasive
behaviors,
this
effect
only
occurs
when
a
influencer
standalone
(i.e.,
affiliated
brand).
Overall,
results
imply
substantially
by
making
cues
brand
affiliation
salient
influencers'
posts.
Psychology and Marketing,
Год журнала:
2024,
Номер
41(12), С. 3124 - 3143
Опубликована: Авг. 24, 2024
Abstract
Virtual
influencers
in
various
forms
are
capturing
a
growing
share
of
ad
spend
from
human
influencers.
Followers
respond
to
virtual
much
as
if
they
were
human,
with
engagement
rates
and
measures
trust
source
credibility
that
rival
their
counterparts.
However,
there
is
an
acute
need
for
more
nuanced
understanding
the
differential
characteristics
user
many
emerging
forms,
types
interactional
We
conduct
exploratory
study
three
parts.
First,
through
indepth
review
existing
literature,
we
delineate
implications
unsettled
taxonomies
by
function
form,
outline
revised
typology.
Second,
our
secondary
influencer
trade,
industry
sources
conceptualizes
divergent
factors
influencing
persuasive
capability
while
identifying
intersecting
research
themes.
From
this
synthesis
induce
suggestions
future
practice.
Finally,
assess,
refine
adjust
framework
depth
interviews
leading
expert
practitioners
generate
six
key
findings
guide
researched‐backed
practice
research.
International Journal of Contemporary Hospitality Management,
Год журнала:
2024,
Номер
unknown
Опубликована: Сен. 20, 2024
Purpose
This
study
aims
to
examine
how
virtual
influencers
(VIs)
affect
purchase
intentions
in
tourism
and
hospitality
e-commerce
live
streaming
(THCLS)
by
focusing
on
the
roles
of
VIs’
source
credibility,
trust
products,
VIs,
emotional
engagement,
parasocial
relationships
influencer–product
congruence.
Design/methodology/approach
Survey
data
from
416
active
viewers
VIs
THCLS
were
analysed
using
partial
least
squares
structural
equation
modelling.
Findings
highlights
importance
which
positively
affects
product,
engagement.
However,
credibility
does
not
have
a
positive
impact
relationships.
Trust
products
influences
VIs.
Emotional
engagement
significantly
influence
relationships,
which,
intentions.
Influencer–product
congruence
strengthens
link
between
but
moderate
relationship
No
significant
gender
differences
observed,
although
minor
discrepancies
noted
effect
The
importance–performance
map
analysis
revealed
that
are
most
important
factor
influencing
intentions,
while
has
highest
performance,
is
lowest
performance.
Practical
implications
provides
actionable
insights
for
marketers
leveraging
sector,
emphasizing
strategies
enhance
VI
foster
ensure
adopt
gender-neutral
marketing
approaches
effectively
Originality/value
offers
theoretical
practical
into
role
THCLS,
illuminating
their
consumer
behaviour
