Examining the effects of authenticity fit and association fit: A digital human avatar endorsement model

Jian Li, Jinsong Huang and Yaqi Li

Journal of Retailing and Consumer Services, 2023, vol. 71, issue C

Abstract: In recent years, the extensive use of digital human avatar (DHA) endorsement has emerged. DHA endorsement often entails the use of real products, e.g., wearing real clothes, which raises the issue of the fit between a “fake†virtual image and a real product. Whether consumers feel a positive attitude toward this kind of fit is the basis of whether DHA endorsement can be successful. Accordingly, based on cue consistency theory, we infer that consumers generate positive attitudes toward DHA endorsement when there is a fit between a DHA and a real product. We therefore developed a DHA endorsement model to explain the antecedents and consequences of avatar-product fit, decomposing fit type into authenticity fit and association fit. Two tests were used to verify this model. Their results show that authenticity fit and association fit have significant positive impacts on consumer attitudes toward DHA endorsement. Furthermore, the influences of these two paths vary by product. For hedonic products, authenticity fit has a greater impact on attitudes; for utilitarian products, association fit is a more influential factor.

Keywords: Digital human avatar endorsement; Avatar-product fit; Authenticity fit; Association fit; Hedonic product; Utilitarian product (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:71:y:2023:i:c:s096969892200323x

DOI: 10.1016/j.jretconser.2022.103230

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