政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/150561

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 109952/140887 (78%)
Visitors : 46371911 Online Users : 540

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/150561

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/150561

Title:	Revisiting the elaboration likelihood model in the context of a virtual influencer: A comparison between high‐ and low‐involvement products
Authors:	朴星俊;魏筱 Park, Sungjun (Steven);Wei, Xiao;Lee, Heejung
Contributors:	企管系
Date:	2023-12
Issue Date:	2024-03-26 15:23:56 (UTC+8)
Abstract:	While existing research on the elaboration likelihood model (ELM) has primarily focused on human influencers, the literature on virtual influencers (also known as digital humans or AI influencers) remains limited. To address this research gap, this study investigates the factors influencing consumer attitudes toward ads promoted by virtual influencers. Extending the ELM framework, we examine perceived expertise and attractiveness as antecedents, and explore consumer online-to-offline dynamics as consequences. Using a multigroup structural equation model, the study compares high- and low-involvement product ads by analyzing questionnaires (n = 406). A novelty lies in our findings that, contrary to existing ELM research, perceived attractiveness significantly influences attitudes toward the ads across both high- and low-involvement levels. We attribute this result to a shift of consumer attention towards virtual influencers, driven by their attention-grabbing aesthetic appeals. Our study extends the ELM framework and contributes to the literature on digital marketing, advertising, and human-computer interaction.
Relation:	Journal of Consumer Behaviour
Data Type:	article
DOI 連結:	https://doi.org/10.1002/cb.2290
DOI:	10.1002/cb.2290
Appears in Collections:	[企業管理學系] 期刊論文

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	19	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...