The Secrets of Attractiveness of Digital Twin: A Study of Digital Twin Images Based on Consumers’ Preferences

Jiajia Lin ()
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Jiajia Lin: New Channel

A chapter in Proceedings of the 2026 11th International Conference on Financial Innovation and Economic Development (ICFIED 2026), 2026, pp 935-942 from Springer

Abstract: Abstract With the development of metaverse technology and artificial intelligence, digital twin endorsement, as a new type of marketing carrier, is intrinsically related to consumers’ preferences. This study constructs a theoretical framework of digital twin characteristics and consumers’ preferences based on a questionnaire. The results show that the appearance and type of digital twin positively affect consumers’ preference. Consumers have the right to customize the digital twin independently. The negative perception caused by lack of reality can be weakened by enhancing the sense of customization and emotional attachment. This study provides theoretical support for brands to optimize their digital twin strategies, reveals the psychological mechanism underlying consumers’ decisions in virtual endorsement scenarios, and supplements the marketing theory gap regarding non-human endorsement subjects.

Keywords: Digital Twin; Virtual Endorsement; Consumers’ Preferences; Brand Marketing; Questionnaire (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-642-5_98

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DOI: 10.2991/978-94-6239-642-5_98

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