The influence of spokesperson choice and product newness on consumer purchase intention
Abstract
Purpose
This 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/approach
This research conducts three experiments to investigate the influence of virtual spokesperson type on consumers' preference for new products.
Findings
The 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/value
This 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.
Keywords
Acknowledgements
This study was supported by the research grants from the National Natural Science Foundation of China (71772077), Shandong Provincial Natural Science Foundation (ZR2021MG036) and the Outstanding Innovative Talents Cultivation Funded Programs for Doctoral Students of Jinan University (2021CXB018).
Citation
Liu, F., Wei, H., Sun, Z., Zhu, Z. and Chen, H.(A). (2024), "The influence of spokesperson choice and product newness on consumer purchase intention", Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JRIM-03-2023-0098
Publisher
:Emerald Publishing Limited
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