How scenery shapes virtual endorser effectiveness: the role of physical presence and pictorial distance.
The advent of artificial intelligence has introduced novel alternatives to traditional human endorsers, but how to boost the persuasiveness of virtual endorsers remains to be explored. The existing literature has predominantly focused on the inherent characteristics of virtual endorsers, yet overloo...
| Publicado en: | Behaviour & Information Technology Vol. 45; no. 4; pp. 754 - 769 |
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| Autores principales: | , , , , , |
| Formato: | pictorial research tables/charts Journal Article |
| Publicado: |
Taylor & Francis Ltd
Mar2026
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=191985183&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 191985183 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 0144929X B6Q jtl: Behaviour & Information Technology issn: 0144929X maglogo: Y pubinfo: dt: Mar2026 vid: 45 iid: 4 pid: 377 pub: Taylor & Francis Ltd place: Philadelphia, Pennsylvania artinfo: ui: 191985183 186706137 191985183 191985183 10.1080/0144929X.2025.2531398 191985183 ppf: 754 ppct: 15 formats: tig: atl: How scenery shapes virtual endorser effectiveness: the role of physical presence and pictorial distance. aug: au: Ruan, Chenhan Chen, Di Zhang, Xiaoyang Lin, Wenhe Hu, Qiqi Chen, En-hao affil: School of Economics and Management, Fujian Agriculture and Forestry University, Fuzhou, People's Republic of China sug: subj: Artificial Intelligence Avatars Computer Graphics User-Computer Interface Photography Visual Perception Depth Perception Social Perception Human Male Female Adult Middle Age Aged Aged, 80 and Over China Experimental Studies Comparative Studies Descriptive Statistics Data Analysis Software Unpaired T-Tests T-Tests Two-Way Analysis of Variance Coefficient alpha Computer Simulation Intention Advertising Spatial Behavior Funding Source Adult: 19-44 years Middle Aged: 45-64 years Aged: 65+ years Aged, 80 & over Male Female ab: The advent of artificial intelligence has introduced novel alternatives to traditional human endorsers, but how to boost the persuasiveness of virtual endorsers remains to be explored. The existing literature has predominantly focused on the inherent characteristics of virtual endorsers, yet overlooked the scenic construction in which these endorsers display products. Drawing on media richness theory, this research undertakes four experiments to demonstrate that virtual endorsers lead to lower purchase intention than real endorsers (Studies 1–4). Besides, this effect is attributed to a higher perceived risk triggered by lower information richness (Study 2). Further, the negative effect of virtual endorsers on purchase intention can be mitigated by physical presence (Study 3) and pictorial distance (Study 4). Specifically, when physical presence is high or pictorial distance is large, the perceived risk associated with virtual endorsers decreases, thereby enhancing purchase intention. This research enriches the human–computer interaction literature by incorporating scenic elements into display design and provides actional insights for brand promotion with virtual endorsers on social media platforms. pubtype: Academic Journal doctype: pictorial research tables/charts Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
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