| Currently,a lot of people’s lives is transitioning from traditional offline modes to online digital modes,and there is a new trend in brand endorsements.More and more businesses are using new digital technologies such as AI and VR to create new marketing models,such as CGI virtual characters,to present consumers with a new brand experience.CGI(Computer Graphic Imagery)is a type of computer-generated image technique that was mainly used in early film projects,with the primary goal of maximizing the authenticity,allowing audiences to experience a more realistic visual experience.However,the specific impact mechanism of virtual endorsement characteristics on consumer purchase intention has not been fully explained in academic theories.Therefore,this article takes CGI virtual spokesperson characteristics as the main research object to explore the impact of these characteristics on consumer behavior.This article reviews relevant theoretical literature and research results of domestic and foreign scholars on virtual endorsements and consumer purchase intention,and gradually explores the dimensions proposed in this study,such as brand match,image authenticity,professional attractiveness,and virtual interactivity.Supported by literature,a series of hypotheses between CGI virtual endorsement characteristics and consumer purchase intention were obtained and empirically analyzed using statistical software such as SPSS and AMOS.The research results found that the four characteristics of brand match,image authenticity,professional attractiveness,and virtual interactivity of CGI virtual endorsers all have a positive effect on consumer purchase intention.At the same time,age plays a moderating role in the dimensions of image authenticity,professional attractiveness,and virtual interactivity of CGI virtual endorsers.Finally,based on the relevant research results,this article provides corresponding suggestions for businesses and brands on how to use CGI virtual endorsers. |
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