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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:	2024-07
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, Vol.23, No.4, pp.1638-1652
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

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