Questionnaire design
| Dimension | No. | Measurement items | Source |
|---|---|---|---|
| Anthropomorphic appearance | AA1 | I think the virtual ambassador has an attractive face | Ahn et al. (2022), Sokolova and Kefi (2020) |
| AA2 | I think the virtual ambassador attractive physically | ||
| AA3 | The virtual ambassador is good looking and has a fashion/technology sense | ||
| AA4 | The virtual ambassador makes me pleasant | ||
| Virtual personas | VP1 | I think the virtual persona is very interesting and unique | Miao et al. (2022), Ju et al. (2024) |
| VP2 | I would like the virtual ambassador to have more independent and richer personas and backstories | ||
| VP3 | I am willing to learn more about the virtual ambassador’s stories | ||
| VP4 | I am not averse to interacting with the virtual ambassador, e.g. reviewing and chatting | ||
| Virtual ambassador-brand congruence | VC1 | It is appropriate for the virtual ambassador to endorse the brand | Dhun and Dangi (2023), Wei et al. (2022) |
| VC2 | The virtual ambassador fits the brand’s image | ||
| VC3 | The virtual ambassador’s persona fits the brand’s image | ||
| VC4 | There is a high correlation between the virtual ambassador and the brand | ||
| Virtual experiences | VE1 | The ads make a strong visual and other sensory impression on me | Trabelsi-Zoghlami and Touzani (2019), Hoyer et al. (2020) |
| VE2 | The ads give me an immersive experience | ||
| VE3 | The ads trigger a certain emotion in me, e.g. pleasant/unpleasant | ||
| VE4 | Purchasing and using the brand’s products endorsed by the virtual ambassador makes me pleasant | ||
| VE5 | Purchasing the brands’ products makes me fufilled/superior | ||
| VE6 | I think purchasing the brand’s products endorsed by the virtual ambassador helps improve my perception in the minds of others | ||
| Consumer behaivor | CB1 | If I want to buy a product, I will prefer a brand endorsed by virtual ambassadors | Lou et al. (2023), Shen (2024) |
| CB2 | I am willing to post my virtual experience on social media platforms if it was good | ||
| CB3 | I would recommend a brand endorsed by virtual ambassadors to others |
| Dimension | No. | Measurement items | Source |
|---|---|---|---|
| Anthropomorphic appearance | AA1 | I think the virtual ambassador has an attractive face | |
| AA2 | I think the virtual ambassador attractive physically | ||
| AA3 | The virtual ambassador is good looking and has a fashion/technology sense | ||
| AA4 | The virtual ambassador makes me pleasant | ||
| Virtual personas | VP1 | I think the virtual persona is very interesting and unique | |
| VP2 | I would like the virtual ambassador to have more independent and richer personas and backstories | ||
| VP3 | I am willing to learn more about the virtual ambassador’s stories | ||
| VP4 | I am not averse to interacting with the virtual ambassador, e.g. reviewing and chatting | ||
| Virtual ambassador-brand congruence | VC1 | It is appropriate for the virtual ambassador to endorse the brand | |
| VC2 | The virtual ambassador fits the brand’s image | ||
| VC3 | The virtual ambassador’s persona fits the brand’s image | ||
| VC4 | There is a high correlation between the virtual ambassador and the brand | ||
| Virtual experiences | VE1 | The ads make a strong visual and other sensory impression on me | |
| VE2 | The ads give me an immersive experience | ||
| VE3 | The ads trigger a certain emotion in me, e.g. pleasant/unpleasant | ||
| VE4 | Purchasing and using the brand’s products endorsed by the virtual ambassador makes me pleasant | ||
| VE5 | Purchasing the brands’ products makes me fufilled/superior | ||
| VE6 | I think purchasing the brand’s products endorsed by the virtual ambassador helps improve my perception in the minds of others | ||
| Consumer behaivor | CB1 | If I want to buy a product, I will prefer a brand endorsed by virtual ambassadors | |
| CB2 | I am willing to post my virtual experience on social media platforms if it was good | ||
| CB3 | I would recommend a brand endorsed by virtual ambassadors to others |
Source(s): Author’s own work