摘要
虚拟偶像的影响力与商业价值随数字技术的发展在不断扩大。对虚拟偶像的研究普遍着眼于其带来的经济效应,却对由虚拟偶像引发的消费者情绪价值缺乏关注,虚拟偶像感知特征是消费者产生情绪价值的关键要素。目前对虚拟偶像的研究较为松散,有必要通过梳理现有文献形成虚拟偶像感知特征理论框架。通过对虚拟偶像的基本概念、感知特征维度、结果变量和理论框架的分析,发现虚拟偶像研究中,感知特征主要包含人格特征、人设特征、技术特征,结果变量主要包含购买意愿、采用意愿、满意度,研究虚拟偶像的基础理论主要基于社会认同理论与价值共创理论。经文献梳理得出的虚拟偶像感知特征理论研究框架将为未来消费者视角下的虚拟偶像研究提供基础。
The influence and commercial value of virtual idols are constantly expanding with the develop-ment of digital technology. Research on virtual idols generally focuses on their economic effects, but lacks attention to the emotional value that virtual idols evoke in consumers. The perception characteristics of virtual idols are the key elements that generate emotional value for consumers. Currently, research on virtual idols is relatively loose, and it is necessary to form a theoretical framework of virtual idol perception characteristics by combing through existing literature. Through analysis of the basic concepts, perception characteristic dimensions, result variables and theoretical frameworks of virtual idols, it is found that the perception characteristics in virtual idol research mainly include personality characteristics, character design characteristics and technical characteristics. The result variables mainly include purchase intention, adoption intention and satisfaction. The basic theory of virtual idol research is mainly based on social identity theory and value co-creation theory. The theoretical research framework of virtual idol perception characteristics obtained through literature review will provide a foundation for future consumer-oriented research on virtual idols.
出处
《心理学进展》
2023年第7期2944-2956,共13页
Advances in Psychology
