Dataset on the Impact of Brand Virtual Spokesperson Image Characteristics on Consumer Purchase Intention

A multidimensional dataset to systematically examine how virtual brand ambassador characteristics influence consumer purchase intentions, focusing on key determinants including anthropomorphism, authenticity, interactivity, relevance, homogeneity, brand identification, brand attachment, idolatry, and anime-related attributes. Data were collected through a multi-platform online survey distributed via WeChat, QQ, and Weibo, yielding 209 validated responses spanning 31 provincial-level administrative regions across mainland China. The resulting dataset provides valuable insights for enterprises contemplating virtual spokesperson adoption by informing feature selection strategies, while also offering empirical support for existing virtual brand practitioners to optimize ambassador effectiveness. Furthermore, it contributes to academic research by advancing understanding of human-computer interaction dynamics in digital marketing contexts.

本多维数据集旨在系统性探究虚拟品牌代言人（virtual brand ambassador）特征对消费者购买意向的影响机制，重点考察的关键影响维度包括拟人化（anthropomorphism）、真实性（authenticity）、交互性（interactivity）、相关性（relevance）、同质性（homogeneity）、品牌认同（brand identification）、品牌依恋（brand attachment）、偶像崇拜（idolatry）及动漫相关属性（anime-related attributes）。数据通过多平台线上调研采集，调研依托微信（WeChat）、QQ及微博（Weibo）渠道分发，最终回收有效问卷209份，覆盖中国内地全部31个省级行政区。本数据集可为有意布局虚拟代言人的企业提供特征选择策略层面的宝贵决策参考，同时也能为现有虚拟品牌从业者优化代言人效能提供实证依据。此外，本数据集还可深化学界对数字营销场景下人机交互动态机制的理解，为相关学术研究提供有益支撑。