Consumption is undergoing a digital revolution brought about by virtual technology, and the emergence of virtual spokespersons has changed the pattern of advertising endorsement sales. Are virtual character spokespersons better than real celebrity spokespersons? This article aims to explore the relationships between different types of advertising spokespersons, different types of advertising scenarios, and consumers' purchase intentions. The results of 2 pilot experiments and 4 formal experiments show that compared with spokespersons by real people, virtual character spokespersons have a greater positive impact on consumers' purchase intentions, which is achieved through the mediating role of psychological need satisfaction. In addition, different advertising scenarios provided by virtual technology have a moderating effect on this process. This empirical study investigates the possible positive effects of virtual character spokesperson compared with real character spokesperson and expands the results of spokesperson category based on self-determination theory.

中文翻译：

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消费者对人景交互虚拟现实广告的偏好：基于心理需求的中介。

消费正在经历一场由虚拟技术带来的数字化革命，虚拟代言人的出现改变了广告代言销售的格局。虚拟人物代言人真的比真正的明星代言人好吗？本文旨在探讨不同类型的广告代言人、不同类型的广告场景与消费者购买意愿之间的关系。2个试点实验和4个正式实验的结果表明，与真人代言人相比，虚拟角色代言人对消费者购买意愿的影响更大，这是通过心理需求满足的中介作用实现的。此外，虚拟技术提供的不同广告场景对这一过程有调节作用。