The Influence of Image Realism of Digital Endorsers on the Purchase Intention of Gift Products for the Elderly
Digital endorsers are already utilized extensively in various businesses. The major objective of the current study was to find out the impact of image realism of digital endorsers on the purchase intention of gift products for the elderly. We investigated this issue through three online experiments....
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2023-01-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/13/1/74 |
| _version_ | 1827628489090531328 |
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| author | Xiaoyi Wang Xingyi Qiu |
| author_facet | Xiaoyi Wang Xingyi Qiu |
| author_sort | Xiaoyi Wang |
| collection | DOAJ |
| description | Digital endorsers are already utilized extensively in various businesses. The major objective of the current study was to find out the impact of image realism of digital endorsers on the purchase intention of gift products for the elderly. We investigated this issue through three online experiments. Study 1 (<i>n</i> = 205) found that cartoon digital endorsers (vs. realistic digital endorsers) generate higher purchase intention for the product. Study 2 (<i>n</i> = 175) showed that perceived social value plays a mediating role in the relationship between the image realism of digital endorsers and purchase intention. Study 3 (<i>n</i> = 127) demonstrated the moderating role of information framing in the relationship between the image realism of digital endorsers and purchase intention. In all, our research extends the previous literature on digital human endorsements and advertising of elderly products and provides several managerial implications for consumers and marketers. |
| first_indexed | 2024-03-09T13:33:17Z |
| format | Article |
| id | doaj.art-8b281371ad074455b32006b96daa0b3e |
| institution | Directory Open Access Journal |
| issn | 2076-328X |
| language | English |
| last_indexed | 2024-03-09T13:33:17Z |
| publishDate | 2023-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj.art-8b281371ad074455b32006b96daa0b3e2023-11-30T21:15:26ZengMDPI AGBehavioral Sciences2076-328X2023-01-011317410.3390/bs13010074The Influence of Image Realism of Digital Endorsers on the Purchase Intention of Gift Products for the ElderlyXiaoyi Wang0Xingyi Qiu1School of Management, Zhejiang University, Hangzhou 310012, ChinaSchool of Management, Zhejiang University, Hangzhou 310012, ChinaDigital endorsers are already utilized extensively in various businesses. The major objective of the current study was to find out the impact of image realism of digital endorsers on the purchase intention of gift products for the elderly. We investigated this issue through three online experiments. Study 1 (<i>n</i> = 205) found that cartoon digital endorsers (vs. realistic digital endorsers) generate higher purchase intention for the product. Study 2 (<i>n</i> = 175) showed that perceived social value plays a mediating role in the relationship between the image realism of digital endorsers and purchase intention. Study 3 (<i>n</i> = 127) demonstrated the moderating role of information framing in the relationship between the image realism of digital endorsers and purchase intention. In all, our research extends the previous literature on digital human endorsements and advertising of elderly products and provides several managerial implications for consumers and marketers.https://www.mdpi.com/2076-328X/13/1/74elderly productdigital endorseradvertisingperceived social valueframing effect |
| spellingShingle | Xiaoyi Wang Xingyi Qiu The Influence of Image Realism of Digital Endorsers on the Purchase Intention of Gift Products for the Elderly Behavioral Sciences elderly product digital endorser advertising perceived social value framing effect |
| title | The Influence of Image Realism of Digital Endorsers on the Purchase Intention of Gift Products for the Elderly |
| title_full | The Influence of Image Realism of Digital Endorsers on the Purchase Intention of Gift Products for the Elderly |
| title_fullStr | The Influence of Image Realism of Digital Endorsers on the Purchase Intention of Gift Products for the Elderly |
| title_full_unstemmed | The Influence of Image Realism of Digital Endorsers on the Purchase Intention of Gift Products for the Elderly |
| title_short | The Influence of Image Realism of Digital Endorsers on the Purchase Intention of Gift Products for the Elderly |
| title_sort | influence of image realism of digital endorsers on the purchase intention of gift products for the elderly |
| topic | elderly product digital endorser advertising perceived social value framing effect |
| url | https://www.mdpi.com/2076-328X/13/1/74 |
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