Psychological Mechanisms of AI Celebrity Endorsement in Consumers’ Willingness to Pay a Premium

Thank you for your willingness to answer this survey. This study aims to understand how consumers perceive AI celebrity endorsements and how these perceptions influence their willingness to pay a premium price for endorsed products.

感谢您参与本次问卷调查。本研究旨在探讨消费者对人工智能虚拟名人代言的认知方式，以及这些认知如何影响消费者对代言产品的溢价支付意愿。

For the purpose of this survey, an AI celebrity refers to a computer-generated or virtual persona designed using artificial intelligence and used in marketing or advertising to endorse products or brands.
在本研究中，人工智能虚拟名人是指通过人工智能技术生成的计算机虚拟形象，该形象被应用于市场营销或广告活动中，为产品或品牌进行代言。

Your participation is entirely voluntary and anonymous. The information you provide will be used solely for academic research and will be kept confidential. There are no known risks associated with participation, and you may withdraw from the survey at any time without providing a reason.
您的参与完全基于自愿原则，且本问卷为匿名填写。您所提供的所有信息仅用于学术研究目的，并将严格保密。本研究不存在任何已知风险，您可在任何时间选择退出本次调查，且无需提供任何理由。
1. By agreeing to take part in the survey, you are stating that you understand the following:
通过同意参与本次问卷调查，即表示您已理解并确认以下内容:

- I am 18 years of age or older;
我已年满 18 周岁
- My participation in this study is voluntary;
我自愿参与本研究
- I have fully read and understood the information above.
我已阅读并理解上述研究说明内容
Illustrative Example: AI celebrity Video
示例说明:人工智能虚拟影响者视频

Please watch the following short AI influencer video carefully before proceeding
请在继续填写问卷之前，仔细观看以下简短的人工智能虚拟影响者示例视频。

Please note that the video is shown only as an example to help ensure a shared understanding of what an AI influencer looks like. It does not represent any specific brand, product, or advertisement.
需要注意的是，本视频仅作为示例，用于帮助受访者对人工智能虚拟影响者的形象形成一致的理解，并不代表任何特定品牌、产品或广告内容。

Instructions
Please answer the following questions based on your general impressions of AI celebrity endorsements, informed by both your prior exposure to AI celebrities in real advertising or media contexts (e.g., social media or online platforms) and the illustrative AI influencer video provided above, rather than any evaluation of the brand, products or advertisements.
请您结合以往接触人工智能虚拟名人代言的经验以及提供的示例视频，基于总体印象作答，而非针对任何具体品牌、产品或广告进行评价。

There are no right or wrong answers. We are interested in your personal opinions.
本问卷不存在正确或错误的答案。我们关注的是您的个人看法与主观感受。

If not further specified, please indicate to what extent you agree or disagree with the following statements on a 5-point Likert scale:
如无特别说明，请您根据以下 5 点李克特量表，判断您对下述陈述的同意程度：

1 = Strongly Disagree (非常不同意), 2 = Disagree (不同意), 3 = Neither Agree nor Disagree (既不同意也不赞同), 4 = Agree (同意), 5 = Strongly Agree (非常同意)

The survey will take approximately 2 minutes to complete. If you have any queries, please contact me at xxc238@student.bham.ac.uk.
本问卷预计耗时约2分钟。 如您在填写过程中有任何疑问，请通过此邮箱联系: xxc238@student.bham.ac.uk。

Click the “Next” button to begin the survey. Once again, thank you for your assistance!
请点击“下一页”按钮开始填写问卷。再次感谢您的支持与参与。
Section 1: Prior exposure to AI celebrities 
关于AI代言人的接触经历
2. Had you encountered AI celebrity endorsements in advertising? (Please select the option that best reflects your experience.)
您是否曾在广告中接触过人工智能虚拟名人代言？(请选择最符合您情况的一项回答)
Section 2. Perceived Humanness of AI celebrities 
人工智能虚拟名人的感知人性化

In this section, we try to understand your perceptions of the AI celebrity who looks like a real human in both visual appearance and behaviour. Please indicate the extent to which you agree or disagree with each of the following statements based on your previous experience or the illustrative video provided at the beginning of the survey.
本部分旨在了解您对人工智能虚拟名人在外观与行为层面所呈现的人类相似程度的主观感知。请根据您以前的经验或调查开始时提供的说明性视频，表明您对以下陈述的同意或不同意程度。
3. The AI celebrity looks like a human.
人工智能虚拟名人看起来像一个真实的人
4. I could easily mistake the AI celebrities for real humans
基于其外表，我很容易将人工智能虚拟名人误认为是真实的人类
5. I find the behaviour of AI celebrity feels natural.
我觉得人工智能虚拟名人的行为表现是自然的
Section 3. Perceived Novelty of AI celebrities
人工智能虚拟名人的感知新颖性

In this section, we try to explore how novel AI celebrity endorsements feel to you. Please indicate the extent to which you agree or disagree with each of the following statements based on your previous experience or the illustrative video provided at the beginning of the survey.
本部分旨在探讨您对人工智能虚拟名人代言所感知到的新颖程度。请根据您以前的经验或调查开始时提供的说明性视频，表明您对以下陈述的同意或不同意程度。
6. AI celebrity endorsement is novel
人工智能虚拟名人代言具有新颖性
7. AI celebrity endorsement is unique.
人工智能虚拟名人代言具有独特性
8. The AI celebrity represents a neat and novel way for promoting products.
人工智能虚拟名人代表了一种新颖的产品推广方式。
Section 4. Self-Congruity of AI Celebrity Endorsement
人工智能虚拟名人代言的自我一致性

In this section, we try to understand your perceptions of the alignment between AI celebrity endorsements and your current self-image as well as ideal self-image. Please indicate the extent to which you agree or disagree with each of the following statements based on your previous experience or the illustrative video provided at the beginning of the survey. 
本部分旨在了解您对人工智能虚拟名人代言与您当前自我形象以及理想自我形象之间契合程度的感知情况。请根据您以前的经验或调查开始时提供的说明性视频，表明您对以下陈述的同意或不同意程度。
9. The image conveyed by the AI celebrity is consistent with how I see myself
人工智能名人代言所传达的形象与我对自身的认知相一致
10. The AI celebrity endorsement reflects who I am
人工智能名人代言的形象反映了我的自我特征
11. The image conveyed by the AI celebrity is consistent with how I would like to be
人工智能名人代言所传达的形象与我理想中希望成为的自己相一致
12. The AI celebrity endorsement reflects who I wolud like to be.
人工智能名人代言的形象体现了我理想中的自我形象
Section 5. Functional-Congruity of AI Celebrity Endorsement
人工智能虚拟名人代言的功能一致性

In this section, we try to explore your perceptions of the functional fit between AI celebrities and the products they endorse. Please indicate the extent to which you agree or disagree with each of the following statements based on your previous experience or the illustrative video provided at the beginning of the survey.
本部分旨在探讨您对人工智能虚拟名人与其所代言产品之间在功能层面契合程度的感知情况。请根据您以前的经验或调查开始时提供的说明性视频，表明您对以下陈述的同意或不同意程度。
13. I can learn useful information from AI celebrity endorsements.
我可以从人工智能名人代言中获取有用的信息
14. AI celebrity endorsements provide information that is useful for evaluating products.
人工智能名人代言能够提供有助于评估产品的信息。
15. To ensure data quality, please select 'Disagree' (2) for this statement.
为确保数据质量，请在本题中选择“不同意（2）”
16. AI celebrities endorsing products appear to be qualified in the relevant area.
用于产品代言的人工智能名人似乎具备相关领域的专业能力与资格
Section 6. Willingness to pay premium for AI Celebrity Endorsement
人工智能虚拟名人代言的溢价支付意愿

In this section, we try to explore your willingness to pay a higher price for products endorsed by AI celebrities compared with similar alternatives. Please indicate the extent to which you agree or disagree with each of the following statements based on your previous experience or the illustrative video provided at the beginning of the survey.
本部分旨在探讨相较于类似替代产品，您为人工智能虚拟名人代言产品支付更高价格的意愿程度。请根据您以前的经验或调查开始时提供的说明性视频，表明您对以下陈述的同意或不同意程度。
17. I am willing to pay a higher price for the product endorsed by the AI celebrity than for similar alternatives.
与类似替代产品相比，我愿意为人工智能虚拟名人代言的产品支付更高的价格。
18. The price of the product endorsed by the AI celebrity would have to increase quite a bit before I would switch to similar alternatives.
在人工智能虚拟名人代言的情况下，产品价格需要大幅上涨，我才会考虑转向类似的替代产品。
Section 7. Consumer Innovativeness
消费者创新性
 
In this section, we try to understand your tendency to adopt new products, services, or technologies earlier and more frequently than others. Please indicate the extent to which you agree or disagree with each of the following statements based on your previous experience or the illustrative video provided at the beginning of the survey.
本部分旨在了解您相较于他人更早且更频繁地采用新产品、新服务或新技术的倾向。请根据您以前的经验或调查开始时提供的说明性视频，表明您对以下陈述的同意或不同意程度。
19. If I heard about a new technology, I would like to experiment with it.
如果我了解到一项新技术，我会愿意尝试使用它。
20. In my circle of friends, I am usually the first to try out new technology.
在我的朋友中，我通常是最早尝试新技术的人之一。
21. In general, I am usually not hesitant to try out new technology.
总体而言，我通常不会对尝试新技术感到犹豫。
Section8: Information About You 关于您的基本信息

Please kindly provide your general information about yourself by selecting the appropriate option.
请根据实际情况勾选相应选项，填写您的基本个人信息。
22. Gender 性别
23. Age 年龄
24. Education Level 教育水平
25. Employment Status 就业状况
26. Social media use frequency per day (such as Instagram and Tiktok) 
每日社交媒体使用时长
Attitude towards AI Marketing
对人工智能营销的态度
27. I like the AI celebrity used in Marketing.
我喜欢在营销中使用的人工智能虚拟名人。
28. The AI celebrity used in marketing is favourable.
我对在营销中使用的人工智能虚拟名人持正面评价。
You have reached the end of the survey. Thank you for your time and participation!
您已完成本次问卷调查，衷心感谢您的参与！

Please click “Submit” to complete the survey.
请点击“提交”按钮完成问卷。
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