虚拟人在营销领域的应用与研究进展：文献综述

沈雅萍

苏州大学，江苏省苏州市，215021；

摘要：随着数字化转型的深入推进与人工智能技术的飞速迭代，虚拟人作为前沿科技融合的新兴产物，正深刻重塑营销领域的生态格局。本文系统梳理了虚拟人在品牌传播、消费者互动及市场拓展中的应用实践，聚焦虚拟影响者的技术特性、营销价值及消费者响应机制，综述了现有研究在虚拟人设计要素、人机差异比较及营销效果评估等方面的核心发现，并指出当前研究中存在的理论缺口。最后，本文展望了未来研究方向，为虚拟人营销策略的优化提供理论参考。

关键词：虚拟人；品牌营销；消费者行为

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