Purpose

This paper aims to reveal the influence of the presentation of online product information (POPI) on consumer attitudes in the context of online buying digital products.

Design/methodology/approach

Two main experimental designs are used to collect data. The ANOVA, t-test and Bootstrap methods are applied to check hypotheses.

Findings

Findings of Study 1 indicate that if the POPI is combined with different types of celebrity endorsement (CE) (real vs virtual), the self-brand connection will be changed and further influence consumer attitudes toward digital products. Study 2 verifies the diverse moderating effects of the type of virtual CE. The CRP (central-route presentation) online product information with SVCE (super-realistic-digital virtual CE) can decrease consumer attitudes, while the PRP (peripheral-route presentation) online product information with AVCE (anthropomorphic virtual CE) can enhance consumer attitudes.

Practical implications

E-commerce enterprises should optimize the current layout of POPI by considering diverse matchings between POPI and CE to increase consumer attitudes. Moreover, marketers could make various schemes of POPI considering (virtual) CE and self-brand connection.

Originality/value

Findings contribute to understanding the relationship between POPI and consumer attitudes considering the mediation of self-brand connection and the mediations of virtual/real CE. Additionally, this study bridges the gap between research on virtual CE and business practices.

中文翻译：

---

真实与虚拟的名人代言：在线产品信息的呈现和消费者对数字产品的态度

目的

本文旨在揭示在线购买数字产品背景下在线产品信息（POPI）呈现对消费者态度的影响。

设计/方法论/途径

使用两个主要的实验设计来收集数据。应用方差分析、t检验和 Bootstrap 方法来检验假设。

发现

研究一的结果表明，如果POPI与不同类型的名人代言（CE）（真实与虚拟）相结合，自我品牌联系将被改变，并进一步影响消费者对数字产品的态度。研究 2 验证了虚拟 CE 类型的不同调节作用。带有SVCE（超现实数字虚拟CE）的CRP（中枢路线呈现）在线产品信息可以降低消费者态度，而带有AVCE（拟人虚拟CE）的PRP（外围路线呈现）在线产品信息可以增强消费者态度。

实际影响

电商企业应优化POPI现有布局，考虑POPI与CE的多元化搭配，提升消费态度。此外，营销人员可以考虑（虚拟）CE和自品牌连接来制定各种POPI方案。

原创性/价值

考虑到自有品牌联系的中介和虚拟/真实 CE 的中介，研究结果有助于理解 POPI 与消费者态度之间的关系。此外，这项研究弥合了虚拟CE研究和商业实践之间的差距。