虚拟代言人类型对网络广告的影响

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2019-03-17 DOI:10.7903/ijecs.1798

Ya-Hui Hsu, Hsiang Chen, Yilan Lu, W. Fang

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引用次数: 4

摘要

以前的研究很少考察计算机生成图像的广告效果。为了解决关于代言人的研究空白，本研究调查了很少被讨论的唇同步对网络广告的影响。本研究测试了不同类型的虚拟角色对广告效果的影响，根据广告可信度、对广告的态度和对广告的关注来衡量广告效果。最初的实验包括8个条件，每个角色都有不同的性别(男性vs女性)，面部外观(像人vs像卡通)，嘴唇同步(成人vs儿童)，从而代表了一个快乐的动画在线广告。通过方差分析，本研究揭示了具有儿童嘴唇同步的卡通女性代言人在网络广告中表现出最高的效果。引用本文:徐雅慧、陈祥、方文昌，“虚拟代言人类型对网络广告的影响”，《国际电子商务研究》，第9卷第2期，第161-190页，2018。此文档的永久链接:http://dx.doi.org/10.7903/ijecs.1798

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The Effect of Virtual Spokescharacter Type on Online Advertisements

Previous research has rarely examined the advertising effects of computer-generated imagery. To address the research gap regarding spokescharacters, this study examined the rarely discussed influence of lip synchronization on online advertisements. This study tested the effects of different types of virtual character on advertising effectiveness, which was measured according to ad credibility, attitude toward the ad, and attention toward the ad. The primary experiment included 8 conditions in which each character had a different gender (male vs. female), facial appearance (human-like vs. cartoon-like), and lip synchronization (adult vs. child), thereby representing a hedonic animated online advertisement. By using an analysis of variance, this study revealed that cartoon-like female spokescharacters with child lip synchronization exhibited the highest effectiveness in online advertisements. To cite this document: Ya-Hui Hsu, Hsiang Chen, Yi-Lan Lu and Wen-Chang Fang, " THE EFFECT OF VIRTUAL SPOKESCHARACTER TYPE ON ONLINE ADVERTISEMENTS ", International Journal of Electronic Commerce Studies, Vol.9, No.2, pp.161-190, 2018. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1798

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.