The Impact of Sensation-Seeking Tendency on Advertising Attitudes: Focusing on the Dual Serial Mediation Effects of Virtual Human's Human Similarity and Attractiveness
Keywords:
Virtual Human, Sensation-Seeking Tendency, Advertising Attitude, Human Similarity, Attractiveness, Dual Serial Mediation EffectAbstract
The purpose of this study was to investigate whether there was a dual serial mediation effect of virtual humans' human similarity and attractiveness on the impact of users' sensation-seeking tendency on advertising attitudes. To achieve this, data were collected from adults aged 20 to 40 using a Google Online Form, and 180 participants were analyzed using the SPSS Process Macro. The results of this research indicate significant positive correlations (+) between sensation-seeking tendencies and human similarity, sensation-seeking tendencies and advertising attitudes, human similarity and attractiveness, and attractiveness and advertising attitudes. Secondly, while users' sensation-seeking tendencies may directly influence advertising attitudes, the validation of a dual mediation effect sequentially mediating virtual humans' human similarity and attractiveness confirms the existence of a dual serial mediation effect. Such findings offer valuable insights for advertising and marketing activities utilizing virtual humans, emphasizing the importance of effectively creating and using them.
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