使用代言人进行产品代言宣传是企业营销活动中的常见现象。不同类型的代言人对产品的代言效果不尽相同。随着生成式人工智能的普及，虚拟数字人这一新技术应用场景在营销中的应用正被快速的普及。对于虚拟数字人作为代言人在公益场景、不同类型的虚拟人、虚拟人的社会身份等方面的研究相较于传统代言人仍然较少。本研究从虚拟数字人的角度切入探究了代言人类型对消费者购买意愿以及消费者对代言人评价的影响及变量之间的中介机制，探究了感知真诚性和感知社会责任作为中介变量的效果。 本研究在梳理了营销代言人、企业社会责任、新技术在营销领域中的应用的文献的基础上，构建了理论模型并进行实证分析并提出假设：感知真诚性在对消费者购买意愿和消费者对代言人评价中起到中介作用、感知社会责任在对消费者购买意愿和消费者对代言人评价中起到中介作用、以及不同的代言人类型与不同的代言场景下虚拟数字人对代言的影响和机制与真人代言人存在差异。研究结论表明虚拟数字人的代言效果相较于真人代言人较弱或无显著性差异，且在作用机制上与真人代言人存在差异。 基于上述结论，本研究在理论上拓展了代言人类型和代言人身份对消费者购买意愿及对代言人评价的影响，支持了感知社会责任和感知真诚性在代言人对消费者影响中起中介作用的观点，也进一步丰富了新技术应用及虚拟数字人作为代言人的相关研究。在实践意义上，本研究的结论有助于进一步帮助企业理解代言人特质并推动企业营销实践的开展，同时强调了企业社会责任和代言人真诚性的特质的重要性，并且对不同场景和代言人身份下是否选择虚拟数字人作为代言人提供了思路，有助于企业根据不同场景和目的选择更有效的代言人。

Celebrity endorsement is a common practice in marketing. Endorsers with different characteristics have varying effects on product endorsement. With the development of technology, marketing practices related to endorsers are constantly evolving. With the popularization of generative artificial intelligence, the application of digital human in marketing is rapidly becoming popular and appearing in the daily lives of more consumers. At present, there is still relatively less research on digital human as endorsers in public welfare scenarios, different types of digital human, and the social identity of digital human compared to traditional endorsers. This study explores the impact of endorser types on consumer purchase intention and consumer evaluation of endorsers from the perspective of digital human, as well as the mediating mechanisms, which includes perceived sincerity and perceived social responsibility as mediators.On the basis of reviewing literature on marketing spokespersons, corporate social responsibility, and the application of new technologies in the field of marketing, this study constructed a theoretical model and conducted empirical analysis, proposing hypotheses: perceived sincerity and perceived social responsibility play a mediating role in consumer purchase intention and consumer evaluation of endorser, and the influence and mechanism of digital human as an endorser differ by types of digital human and the scenarios. The research conclusion indicates that the endorsement effect of digital human is weaker or has no significant difference compared to real human endorser, and there are differences in the mechanism between digital human and real human endorser.To sum up, this study theoretically expands the influence of endorser type on consumer purchase intention and endorser evaluation, supports the view that perceived social responsibility and perceived sincerity play a mediating role in the influence of endorsers on consumers, and further enriches the relevant research on new technology applications and digital human as endorsers. Practically, the conclusions of this study help companies further understand the characteristics of endorsers and improve marketing practices. It also emphasizes the importance of corporate social responsibility and the sincerity of endorsers. It also provides ideas on whether to choose digital human as endorsers in different scenarios and endorser identities, which helps companies choose more effective endorsers based on different scenarios and purposes.