Journal article
The influence of spokesperson choice and product newness on consumer purchase intention
Journal of research in interactive marketing, Vol.19(2), pp.166-182
03/13/2025
DOI: 10.1108/JRIM-03-2023-0098
Abstract
PurposeThis study aims to investigate the effect of the virtual spokesperson type on the consumers' preference for new products. To meet the consumer needs of Generation Z, virtual spokespeople have become new assistants in brand marketing. However, how virtual spokespersons drive consumer preference for new products is minimally understood.Design/methodology/approachThis research conducts three experiments to investigate the influence of virtual spokesperson type on consumers' preference for new products.FindingsThe research shows that, for radically new products, competent virtual spokespersons improve consumers' perception of self-efficacy and thus consumers' preference; for incrementally new products, warm virtual spokespersons improve consumers' perception of social connection and thus consumers' willingness to buy.Originality/valueThis study broadens research on brand spokespersons and virtual spokespersons. This research also enriches and expands research on the consideration of new product types in brand spokespersons.
Details
- Title: Subtitle
- The influence of spokesperson choice and product newness on consumer purchase intention
- Creators
- Fu Liu - Shandong UniversityHaiying Wei - Jinan UniversityZhaoyang Sun - Peking UniversityZhenzhong Zhu - Shandong University of TechnologyHaipeng (Allan) Chen - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Journal of research in interactive marketing, Vol.19(2), pp.166-182
- Publisher
- Emerald Group Publishing
- DOI
- 10.1108/JRIM-03-2023-0098
- ISSN
- 2040-7122
- eISSN
- 2040-7130
- Number of pages
- 17
- Grant note
- 2021CXB018 / Shandong Provincial Natural Science Foundation; Natural Science Foundation of Shandong Province Outstanding Innovative Talents Cultivation Funded Programs for Doctoral Students of Jinan University ZR2021MG036 / National Natural Science Foundation of China; National Natural Science Foundation of China (NSFC) 71772077 / Natural Science Foundation of Shandong Province
- Language
- English
- Electronic publication date
- 04/09/2024
- Date published
- 03/13/2025
- Academic Unit
- Marketing
- Record Identifier
- 9984618639402771
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