ゲン　ショウエン   YAN Xiuyan   厳　秀延    所属   広島修道大学  商学部    職種   助教
言語種別	英語
発行・発表の年月	2025/09
形態種別	学術論文
査読	査読有り
招待	招待あり
標題	Influence of Advertising Characters Created by Generative AI on Consumers’ Evaluation of Advertisements
執筆形態	共著
掲載誌名	Quarterly Journal of Marketing
掲載区分	国内
出版社・発行元	Japan Marketing Academy
巻・号・頁	45(4),pp.268-278
著者・共著者	Hikaru Makino, Yuumi Ogura, Xiuyan Yan
概要	This study conducted an exploratory investigation of consumers’ anthropomorphic tendencies and product knowledge as conditions for virtual influencers to function effectively with hedonic products. The results showed that virtual influencers were effective for consumers with high anthropomorphic tendencies and high product knowledge for certain hedonic products. This study provides new insights into the conventional finding that virtual influencers and hedonic products have low compatibility and offers practical suggestions for the effective use of virtual influencers in advertising hedonic products.