虚拟影响者可信度的人性化与能动性互动研究。

IF 4.2 2区心理学 Q1 PSYCHOLOGY, SOCIAL

Cyberpsychology, behavior and social networking Pub Date : 2023-10-01 Epub Date: 2023-09-26 DOI:10.1089/cyber.2023.0060

Soyeon Park, Yongjun Sung

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引用次数: 0

摘要

这项研究调查了人类相似性（类人与类化身）和代理（化身与代理）如何互动，以确定来源可信度和与虚拟影响者互动的意图。结果表明，人的相似性显著影响三种类型的来源可信度（吸引力、可信度和专业知识）和互动意向。然而，虚拟影响者的代理并没有产生重大影响。值得注意的是，与人类操作的影响者（即化身条件）相比，自动化虚拟影响者（例如，代理条件）被认为更具吸引力和可信赖，并引发更高的交互意图。然而，这种关系仅在类似化身的情况下观察到。因此，代理通过吸引力和可信度调节了人类相似性和互动之间的间接关系。最后，讨论了研究结果的理论和实践意义以及对未来研究的思路。

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The Interplay Between Human Likeness and Agency on Virtual Influencer Credibility.

This study investigated how human likeness (human-like vs. avatar-like) and agency (avatar vs. agent) interact to determine source credibility and the intention to interact with virtual influencers. The results revealed that human likeness significantly influenced three types of source credibility (attractiveness, trustworthiness, and expertise) and interaction intention. However, the agency of virtual influencers did not have a significant impact. Notably, the automated virtual influencer (i.e., the agent condition) was perceived to be more attractive and trustworthy and elicited higher interaction intention than the influencer operated by a human (i.e., the avatar condition). However, this relationship was observed only in the avatar-like condition. Thus, agency moderated the indirect relationship between human likeness and interaction through attractiveness and trustworthiness. Finally, the theoretical and practical implications of the findings and ideas for future research are discussed.

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来源期刊

Cyberpsychology, behavior and social networking PSYCHOLOGY, SOCIAL-

CiteScore

9.60

自引率

3.00%

发文量

123

期刊介绍： Cyberpsychology, Behavior, and Social Networking is a leading peer-reviewed journal that is recognized for its authoritative research on the social, behavioral, and psychological impacts of contemporary social networking practices. The journal covers a wide range of platforms, including Twitter, Facebook, internet gaming, and e-commerce, and examines how these digital environments shape human interaction and societal norms. For over two decades, this journal has been a pioneering voice in the exploration of social networking and virtual reality, establishing itself as an indispensable resource for professionals and academics in the field. It is particularly celebrated for its swift dissemination of findings through rapid communication articles, alongside comprehensive, in-depth studies that delve into the multifaceted effects of interactive technologies on both individual behavior and broader societal trends. The journal's scope encompasses the full spectrum of impacts—highlighting not only the potential benefits but also the challenges that arise as a result of these technologies. By providing a platform for rigorous research and critical discussions, it fosters a deeper understanding of the complex interplay between technology and human behavior.