Consumer Preference for Virtual Reality Advertisements with Human–Scene Interaction
An Intermediary Based on Psychological Needs
Bibliographic Data
| ID | 22004120 |
|---|---|
| Authors | Helin Wei (0000-0001-6771-2676, Guangxi University), He-Lin Wei (Guangxi University), Hong Li (0000-0001-5170-505X, Guangxi University), Shaoying Zhu (0000-0002-6021-0195, Guangxi University, corresponding author), Shao-Ying Zhu (Guangxi University) |
| Year | 2023 |
| Volume | 26 |
| Issue | 3 |
| Pages | 188-197 |
| Publication date | 2023-03-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Cyberpsychology Behavior and Social Networking (JOURNAL) |
| Journal identifiers | ISSN: 2152-2715 • E-ISSN: 2152-2723 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1089/cyber.2022.0075 |
| PMID | 36787470 |
| OpenAlex | W4320855449 |
| Language | EN |
| Citations received | 1 |
| References cited | 53 |
Consumption is undergoing a digital revolution brought about by virtual technology, and the emergence of virtual spokespersons has changed the pattern of advertising endorsement sales. Are virtual character spokespersons better than real celebrity spokespersons? This article aims to explore the relationships between different types of advertising spokespersons, different types of advertising scenarios, and consumers' purchase intentions. The results of 2 pilot experiments and 4 formal experiments show that compared with spokespersons by real people, virtual character spokespersons have a greater positive impact on consumers' purchase intentions, which is achieved through the mediating role of psychological need satisfaction. In addition, different advertising scenarios provided by virtual technology have a moderating effect on this process. This empirical study investigates the possible positive effects of virtual character spokesperson compared with real character spokesperson and expands the results of spokesperson category based on self-determination theory
Advertising · Aesthetics · Art · Business · Economics · Preference · Behavioral Health and Interventions · Computer Science · Motivation and Self-Concept in Sports · Psychology · Social Psychology · Virtual Reality Applications and Impacts
Self-Determination Theory
Exploring the relationship between celebrity endorser effects and advertising effectiveness
Beyond Visual Metaphor
Celebrity Endorsement
The impact of virtual reality (VR) technology on sport spectators' flow experience and satisfaction
Why We Boycott
Motivation reconsidered
Feasibility of a Virtual Reality Program in Managing Test Anxiety
Virtual reality, presence, and attitude change
The prediction of behavior from attitudinal and normative variables
Visual Rhetoric in Advertising
Intrinsic and Extrinsic Motivations
Materialism and well-being among Chinese college students
The need to belong
Consumer and Object Experience in the Internet of Things
Reconsidering Baron and Kenny
Goal Control of Attention to Advertising
Using Stylistic Properties of Ad Pictures to Communicate with Consumers
Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment
| Unique citing works | 1 |
|---|---|
| Citations per year | 1 |
| Citation span | 2026 - 2026 (1) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 1 |