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超写实虚拟代言人作为广告代言领域的新主体，其可信度对代言效果具有关键影响，而时下系统研究尚不充分，亟须明确其结构维度及感知形成机制。研究遵循扎根理论，对超写实虚拟代言人可信度的结构维度进行探索性分析。研究表明，吸引力、可靠性、专业性、一致性4个传统核心维度在受众对超写实虚拟代言人可信度的感知上依旧具备共通性与适用性，同时扩展出感知仿真性、感知拟真性、智能交互性、信任迁移度4个新维度。8个维度进一步划分为直观印象、类人感知、信息有用性、代言契合度、技术可靠性和外衍可信度6个聚合维度，并提炼为初始激活、特征识别、信任评估3个核心维度，最终构建出超写实虚拟代言人可信度结构模型。此外，与传统代言人相对直接且独立的可信度感知模式不同，受众对超写实虚拟代言人的可信度感知呈现出从初始激活，到特征识别，再到信任评估的由表及里、逐层深入的形成过程，表明超写实虚拟代言人正在推动广告代言传播机制向更为复杂和动态的方向演进。
Abstract：In the domain of advertising endorsements, the credibility of endorsements by hyperreal virtual influencers holds paramount significance in ascertaining their efficacy.Nevertheless, current study on this subject remains inadequate, underscoring an urgent necessity to elucidate the underlying conceptual framework and structural dimensions.This study embraces the grounded theory to explore the dimensions of hyperreal virtual influencers' endorsement credibility.The findings are as follows.In comparison to traditional influencers, the core dimensions of “attractiveness”,“reliability”,“professionalism”,and “consistency” persist as common denominators.Furthermore, four new dimensions are identified: “perceptual simulation”,“perceptual realism”,“intelligent interaction”,and “trust migration”.These eight dimensions are further condensed into six ggregated dimensions and refined into three core dimensions, ultimately forming a three-level and eight-dimension credibility framework.Moreover, unlike the relatively direct and independent credibility perception mode associated with traditional influencers, the perception of hyperreal virtual influencers follows a layered and progressive processing sequence from“initial activation” to “feature identification” and finally to “trust evaluation”,which indicates that hyperreal virtual influencers are driving the mechanism of endorsement communication toward a more complex and dynamic evolution.
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基本信息:
DOI：10.14086/j.cnki.xwycbpl.2025.06.009
中图分类号:G206;F713.8
引用信息:
[1]谷虹,傅宇,周春妍.超写实虚拟代言人可信度的结构维度——基于扎根理论的探索[J].新闻与传播评论,2025,78(06):100-111.DOI:10.14086/j.cnki.xwycbpl.2025.06.009.
基金信息:
国家社会科学基金一般项目(19BXW100)