The Impact of Emotional Transfer from Virtual Spokespersons on Hotel Customers' Repurchase Intention: The Mediating Role of Positive Emotions and Customer Satisfaction
Keywords:
customer satisfaction, emotional transmission, positive emotion, repurchase intention, virtual spokespersonAbstract
As digital marketing evolves, virtual spokespersons have become pivotal in hospitality brand communication. Grounded in the Stimulus-Organism-Response (S-O-R) framework, this study investigates how emotional transmission from virtual spokespersons influences customers’ repurchase intention, focusing on the mediating roles of positive emotion and customer satisfaction. A total of 252 valid responses were obtained from consumers aged 20–59 who had stayed at branded hotels in Nanning, China. Structural equation modeling was conducted using SPSS 26.0 and AMOS 27.0. Results reveal that emotional transmission significantly enhances repurchase intention through a sequential mediation pathway: positive emotion first, followed by customer satisfaction. This study contributes theoretically by extending the applicability of the S-O-R model to digital service scenarios and revealing the dual mediating mechanism through which emotional marketing affects consumer behavior. Practically, the findings suggest that hospitality brands should prioritize the emotional design and interactivity of virtual spokespersons to foster stronger customer engagement and brand loyalty.
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