Research On The Combination Of International Fashion Brand’s Virtual Spokesperson And Chinese Elements To Consumer’s Brand Attitudes

With the increasing international status of the Chinese market,international fashion brands are combining virtual spokespeople with Chinese elements to deliver brand messages and values.However,it requires rigorous argumentation to explore how to effectively combine virtual spokesperson and Chinese elements reshape consumers’attitudes.Therefore,this study explores the impact of the combination of virtual spokesperson and Chinese elements on consumers’brand attitudes and provides suggestions for international fashion brands to reasonably and effectively choose Chinese elements for their virtual spokespersons.Based on the review of relevant literature,on the one hand,this paper divides the Chinese elements of virtual spokespersons into figurative and non-figurative elements to explore their influence on brand attitudes.On the other hand,this paper classifies international fashion brand images into warmth and competence,compares and analyzes the effect of virtual spokesperson’s Chinese elements on brand attitudes.Meanwhile,this study conducts an empirical test analysis of the mediating effect of consumer innovation perception and emotional response,and an analysis of the moderating effect of cultural identity.Based on the above studies,the questionnaire method was used for data collection,and hypothesis testing was conducted in three experiments.A total of 693 valid questionnaires were collected.The main conclusions of this paper include:（1）Virtual spokesperson Chinese elements has a positive effect on consumer brand attitude.Specifically,virtual spokesperson Chinese elements（β=0.917,P=0.000）has a significant positive effect on brand attitude.The dimension of Chinese elements shows that image elements（M=3.680,P=0.000）have a more positive impact on brand attitudes compared to non-image elements（M=3.193,P=0.000）.In detail,consumers have more positive brand attitudes towards virtual spokespeople with phoenix eyes(M _{phoenix eyes}=3.820,P=0.000)than those with squinting eyes(M_{squinting eyes}=3.704,P=0.000).In terms of the dimension of international fashion brand images,virtual spokespersons Chinese image elements cause more positive brand attitudes under warmth and.competency-based brand images.（2）Consumer innovation perception and emotional response mediate the effects of virtual spokesperson Chinese elements and consumer brand attitude.Using SPSS PROCESS to test the two concurrent mediating variables of consumer innovation perception and emotional response.It is found that consumer innovation perception and customer emotion have a positive mediating effect between virtual spokesperson Chinese elements and consumer brand attitude.Specifically,for competence-based international fashion brand image,the mediated effect value of consumer innovation perception（0.248>0.170）is higher;for warm international fashion brand image,the mediated effect value of emotional response（0.304>0.241）is higher.（3）Cultural identity plays a significant moderating role between the virtual spokesperson’s Chinese elements and consumers’innovation perception.Cultural identity positively moderates the relationship between virtual spokesperson’s Chinese elements（β=0.219,P<0.01）and consumers’innovation perception.Specifically,comparing with competence-based international fashion brand,the higher cultural identity under the warm-based one,the stronger the moderating effect on the virtual spokesperson’s Chinese elements and consumer innovation perception.In the academic area,this paper enriches the field of marketing research on virtual spokespersons and the localization of international fashion brand’s virtual spokespersons in China.And In terms of marketing practice,there is some reference value on the marketing and product strategies for international fashion brands.Meanwhile,it facilitates the appropriate integration of Chinese elements in the virtual spokesperson to gain the trust and recognition of consumers.