随着移动新媒体的发展，品牌虚拟代言人“动了起开”。动态虚拟代言人作为一种新兴的营销策略引起企业界的关注，但尚未有学者对此进行深入研究。与静态虚拟代言人相比，动态虚拟代言人对消费者的影响机制有何不同？具有不同运动特征的虚拟代言人对消费者的影响机制又是什么呢？为了解决这些问题，本课题将首先对动态虚拟代言人与静态虚拟代言人对消费者的影响机制进行对比研究；然后从时距知觉理论视角探究动态虚拟代言人的运动特征对消费者品牌态度的影响机制及其边界。研究结论将对企业有效选择和设计虚拟代言人、提高消费者的品牌态度提供有益帮助。

With the development of mobile media, as a newly marketing strategy, dynamic spokes-characters have aroused much attention from companies. However, few people have studied it. Compared the impact of dynamic spokes-characters on consumers with the static one, is there any difference about the influence mechanism? If so, what are the differences between the spokes-characters with different motion characteristics on brand attitude? To solve these problems, we will start with the research about the different influence mechanisms of dynamic/static spokes-characters. After that, we will exploration the mediator and the moderator between the motion characteristics of dynamic spokes-characters and brand attitude from the perspective of duration perception. Our research will be helpful with enterprises especially when they choose and design spokes-characters for enhancing consumers’ brand attitude.