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4I 원칙을 기반으로 한 중국 온라인 쇼핑몰의 가상 디지털 인물 마케팅 효과 분석 : 세대에 따른 차이를 중심으로
This study explores the impact of the 4I marketing principles (Interest, Interests, Interaction, Individuality) within virtual human marketing strategies on consumer purchase intention. As an emerging marketing tool, virtual humans have quickly garnered market attention in the metaverse and digital scenarios, leveraging unique interactivity and high levels of anthropomorphism. Based on the SOR model, this research constructs a framework and conducts surveys and empirical analyses to study the attitudes of different generations toward virtual human marketing. The results indicate that applying the 4I marketing principles in virtual human marketing significantly enhances consumers’ perceived trust, perceived enjoyment, and perceived usefulness, thereby increasing their purchase intentions. Notably, perceived trust is identified as a key factor influencing consumer purchasing behavior. Additionally, there are notable generational differences in the acceptance of virtual human marketing, with Gen Z consumers demonstrating higher levels of acceptance and preference. Based on these findings, this study suggests that brands focus on creating personalized, engaging, and highly interactive content while strengthening consumer education and building trust to improve virtual human marketing effectiveness. This research enriches the theoretical foundation of virtual human marketing and provides practical guidance for brands in crafting virtual human marketing strategies. With the continued development of virtual human technology and market demand, virtual humans are expected to become a crucial bridge between brands and consumers, offering new opportunities for market expansion.
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