“虚”以求理,“实”以诉情——代言人类型与广告诉求的匹配效应研究

发布时间：2026-02-11 12:14

在人工智能等新技术的赋能下，虚拟明星代言人逐渐兴起并渗透到多个消费领域。虚拟明星代言人与真实明星代言人存在替代效应和互补效应两种不同的作用效果，究其原因，主要是在不同的广告诉求情境下，消费者对代言人类型的期望存在差异。本研究基于精细加工可能性模型和语言预期理论，通过4个情景实验，揭示了明星代言人类型与广告诉求对消费者购买意愿的匹配效应及影响机制和边界条件，研究发现：（1）明星代言人类型与广告诉求存在匹配效应，即对于理性诉求（vs. 感性诉求）的广告情境，消费者对基于虚拟明星代言人（vs. 真实明星代言人）推荐的购买意愿更高；（2）感知诊断性中介了上述匹配效应，即在理性诉求（vs. 感性诉求）广告情境下，基于虚拟明星代言人（vs. 真实明星代言人）的推荐会提高消费者的感知诊断性，进而提升消费者的购买意愿；（3）再次验证了主效应和中介机制，同时排除了感知愉悦性和信息加工流畅性的替代解释；（4）产品类型调节了上述匹配效应，即对于实用型产品，在理性诉求的广告情境下明星代言人类型与广告诉求的匹配效应存在，而在感性诉求下此匹配效应被抑制；对于享乐型产品，在感性诉求的广告情境下明星代言人类型与广告诉求的匹配效应存在，而在理性诉求下此匹配效应被抑制。上述结论不仅有助于丰富关于明星代言人的理论研究，还为企业运用明星代言人代言策略提升广告推荐效果提供了营销启示。

Abstract

Enabled by new technologies such as artificial intelligence, virtual celebrity spokesperson have gradually emerged and penetrated into many consumer areas. There are two different effects of virtual celebrity spokesperson and real celebrity spokesperson endorsement: substitution effect and complementary effect. The reason is that consumers have different expectations for spokesperson types in different advertising appeal situations. Based on the elaboration likelihood model and language expectation theory, this study reveals the matching effect, influence mechanism and boundary conditions of spokesperson type and advertisement appeal on consumers' purchase intention through four experiments. The findings are as follows: (1) There is a matching effect between the type of spokesperson and the advertising appeal, that is, for the advertising situation with rational appeal (emotional appeal), consumers have a higher purchase intention based on the recommendation of virtual celebrity spokesperson (real celebrity spokesperson); (2) Perceptual diagnosis mediates the above matching effect, that is, in the context of rational appeal (emotional appeal) advertising, recommendation based on virtual celebrity spokesperson (real celebrity spokesperson) will improve consumers' perceptual diagnosis, and thus enhance consumers' purchase intention; (3) The main effect and mediating mechanism are again verified, while alternative explanations for perceived pleasure and information processing fluency are excluded; (4) Product type moderates the above matching effect, that is, for practical products, there is a matching effect between the type of spokesperson and the advertising appeal in the context of rational appeal, while the matching effect is suppressed in the context of emotional appeal. For hedonic products, the matching effect between the type of spokesperson and the advertising appeal exists in the advertising context of emotional appeal, while the matching effect is suppressed in the rational appeal. The above conclusions not only help to enrich the theoretical research of spokesperson endorsement, but also help to provide marketing enlightenment for enterprises to effectively improve the advertising recommendation effect by using spokesperson endorsement strategy.

关键词

虚拟明星代言人 /真实明星代言人 /广告诉求 /感知诊断性 /精细加工可能性模型

Key words

virtual celebrity spokesperson /real celebrity spokesperson /advertising appeal /perceptual diagnostic /elaboration likelihood model

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导出引用

汪旭晖, 曹学义, 黄海蒂.“虚”以求理,“实”以诉情——代言人类型与广告诉求的匹配效应研究[J]. 营销科学学报. 2025, 5(2): 115-134

Wang Xuhui, Cao Xueyi, Huang Haidi."Virtual" for Reason, "Real" for Emotion——Research on the Matching Effect Between Spokesperson Type and Advertisement Appeal[J]. Journal of Marketing Science. 2025, 5(2): 115-134