迈向更好的数字广告:拟人化虚拟代理的角色

IF 4.2 Q2 BUSINESS
S. Saad
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引用次数: 2

摘要

摘要互联网的出现导致了在线广告的出现,这使各种规模的营销组织都受益匪浅。然而,数字原住民作为新一代消费者的出现需要进一步的研究,以确保在线广告的持续有效性。在这方面,本文的目的是通过拟人化的虚拟代理(AVA)来研究广告对消费者对网络广告的心理状态和态度的有效性。为这项研究设计了一个实验网站。在与AVA互动后,受访者必须参加一项调查。使用AMOS 24进行结构方程建模(SEM)分析,并使用SPSS宏观条件过程分析进行自举方法来检验研究假设。结果证实了AVA广告对流量状态和临场感体验的积极影响,这与对在线广告的态度呈正相关。AVA是独创的,因为它们代表了可用于广告的有效技术。这项研究有助于现有的关于公司应如何整合数字技术进行广告的研究,迄今为止,该研究主要集中在其他广告渠道,如社交媒体广告、移动广告、视频广告和电子邮件广告。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Toward Better Digital Advertising: The Role of the Anthropomorphic Virtual Agent
Abstract The advent of the Internet has led to the emergence of online advertising, which has benefited marketing organizations of all sizes. However, the emergence of digital natives as a new generation of consumers necessitates further research to ensure the continued effectiveness of online advertising. In this regard, the purpose of this paper is to investigate the effectiveness of advertising through an anthropomorphic virtual agent (AVA) on consumers’ psychological states and attitude toward online advertising. An experimental website was designed for the study. After interacting with AVA, respondents had to take part in a survey. Structural equation modeling (SEM) analyses using AMOS 24 and a bootstrapping method using SPSS Macro Conditional Process Analysis were conducted to test the research hypotheses. The results confirm the positive influence of the advertising through AVA on flow states and telepresence experience, which is positively associated with the attitude toward the online advertising. Working on AVAs is original as they represent the effective technology that can used for advertising. This study contributes to the existing research on how companies should integrate digital technologies to advertise, which to date has focused on other advertising channels such as social media advertisement, mobile advertisement, video advertisement, and e-mail advertisement.
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来源期刊
CiteScore
5.80
自引率
32.40%
发文量
17
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