Unpacking Consumer Envy Towards Virtual Influencers: Role of Deservingness and Impact on Consumer Engagement
基于认知评价理论，通过八项实验研究发现，消费者认为虚拟网红应得感较低，从而减少嫉妒情绪，导致更低的参与度和品牌影响；但对未来主义品牌，虚拟网红更契合，能提升应得感、嫉妒、参与和品牌效果。
This study examines consumer emotional responses to virtual influencers, an area that has remained largely unexplored. Using the lens of cognitive appraisal theory, our results suggest that lower perceived deservingness of virtual influencers reduces envy—an emotion that drives engagement and impacts brand outcomes. Thus, virtual influencers generate lower engagement and weaker brand impact. However, for futuristic brands, virtual influencers appear more aligned, boosting deservingness, envy, engagement, and brand outcomes. Eight experimental studies (four pre-registered) support our framework. These findings deepen our theoretical understanding of consumer psychology and provide practical guidance for digital marketers.