How Virtual Mirrors in Advertising Influence Attitudes about Beauty Products
研究广告中虚拟镜子生成的自我参照、自我意识等情境如何影响消费者对美容产品的态度和购买意愿，并分析自恋和自我呈现的中介作用。
Despite the promises of augmented reality and virtual mirrors in advertising, there has been little research on virtual mirrors that focus on consumer traits. This study examines whether consumer-related contexts that are generated in virtual mirroring—self-referencing, self-awareness, self-focused attention, and self–brand relationship—affect consumer product attitudes and purchase intentions. The authors investigated relationships between viewing perspectives (self-viewing versus other-viewing), types of endorsements (self-endorsing versus other-endorsing), and whether a beauty filter is used. They also analyzed whether degrees of narcissism and self-presentation mediate these relationships. The results offer evidence of enhanced virtual service and product attitudes by means of mediation but not purchase intention.