摘要
基于感知价值理论和内隐性人格理论,探讨AI虚拟主播角色与产品类型的交互作用对消费者购买意愿的影响机制及边界条件。通过3个实验研究发现:(1)AI虚拟主播角色与产品类型匹配有助于提升消费者购买意愿,其中助手型AI虚拟主播推荐搜索型产品、朋友型AI虚拟主播推荐体验型产品对消费者购买意愿有显著影响;(2)感知价值中介AI虚拟主播角色与产品类型的交互效应;(3)内隐性人格成为上述路径的边界条件,即对于搜索型产品(vs.体验型产品),当消费者为实体论者(vs.渐变论者)时,助手型AI虚拟主播对消费者的感知价值与购买意愿高于朋友型AI虚拟主播。
Grounded on the perceived value theory and implicit personality theory,the interaction mechanisms and boundary conditions of AI virtual streamers role and product type on consumer purchase intention were discussed.Through three experiments,it is found that:(1)AI virtual streamers role and product types matching helps to enhance consumers' purchase intention,in which assistant-type virtual streamers recommending search-based products and friend-type AI virtual streamers recommending experience-based products have a significant effect on consumers' purchase intention;(2)Perceived value mediates the interaction effect between AI virtual streamers role and product type;(3)Implicit personality becomes the boundary condition for the above pathway,i.e.,for the search-based products(vs.experience-based products),when consumers are entity theorists(vs.gradualists),the perceived value and purchase intention of assistant-type AI virtual streamers are higher than that of friend-type AI virtual streamers for consumers.
作者
龚潇潇
蒋雪涛
玉胜贤
GONG Xiaoxiao;JIANG Xuetao;YU Shengxian(Guizhou University,Guiyang,China;Hunan University of Technology and Business,Changsha,China)
出处
《管理学报》
CSSCI
北大核心
2024年第9期1373-1381,共9页
Chinese Journal of Management
基金
贵州省哲学社会科学规划课题资助项目(22GZQN19)。
关键词
AI虚拟主播角色
感知价值
内隐性人格
购买意愿
AI virtual streamers role
perceived value
implicit personality
purchase intention
