IP文化混搭的“趣味”：AI数字人代言对Z世代国漫粉丝的平台电子口碑意愿影响

摘要/Abstract

摘要： 本研究聚焦国漫IP代言情境，探讨AI数字人融合式文化混搭代言对Z世代粉丝的平台电子口碑意愿影响。通过实验法，研究发现相比东方AI数字人，西方AI数字人的文化混搭代言更能提升Z世代国漫粉丝的平台电子口碑意愿，且该影响由感知趣味性中介。此外，上述直接效应受到粉丝经验开放性的正向调节，也受到文化自信的负向调节。本文构建了文化混搭与AI数字人代言的理论框架，揭示了文化混搭新的影响机制以及补充了国漫电子口碑的新影响因素；实践上，为国漫企业如何借助融合式文化混搭创新形式优化Z世代口碑管理以及在全球化语境中实现文化混搭与本土文化认同的动态平衡提供参考。

关键词: 国漫IP, Z世代, AI数字代言人, 文化混搭, 平台电子口碑

Abstract: This study focuses on the context of Chinese anime IP endorsements and examines the impact of AI digital human endorsements featuring integrated cultural mixing on Generation Z fans’ platform electronic word-of-mouth (eWOM) intention. Using an experimental approach, the study finds that compared with Eastern AI digital humans, the cultural mixing endorsement by Western AI digital humans is more effective in enhancing Generation Z Chinese anime fans’ platform eWOM intention, and this effect is mediated by perceived playfulness. Furthermore, the direct effect is positively moderated by fans’ openness to experience and negatively moderated by cultural confidence. Theoretically, this research constructs a framework integrating cultural mixing and AI digital human endorsement, uncovers a novel influence mechanism of cultural mixing, and identifies new antecedents of eWOM for Chinese anime. Practically, it offers guidance for Chinese anime enterprises to leverage innovative forms of integrative cultural mixing to optimize Generation Z word-of-mouth management and to achieve a dynamic balance between cultural mixing and local cultural identity within a globalized context.

Key words: Chinese animation IP, generation Z, AI digital human endorser, cultural mixing, platform eWOM

范晓明, 王晓玉. IP文化混搭的“趣味”：AI数字人代言对Z世代国漫粉丝的平台电子口碑意愿影响[J]. 管理评论, 2026, 38(10): 187-198.

Fan Xiaoming, Wang Xiaoyu. The “Playfulness” of IP Cultural Mixing: The Impact of AI Digital Human Endorsement on Platform eWOM Intention among Generation Z Fans of Chinese Animation[J]. Management Review, 2026, 38(10): 187-198.

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