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