虚拟现实技术在数字创业中的有效性:两类虚拟代理的比较研究

IF 2 Q3 BUSINESS

Journal of Research in Marketing and Entrepreneurship Pub Date : 2022-03-17 DOI:10.1108/jrme-01-2021-0013

Sihem ben Saad, Fatma Choura

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引用次数: 7

摘要

信息和通信技术的快速发展使商业创造者能够获得各种各样的工具。这些工具促进了与客户和公司的电子交换和互动。本研究的目的是测试和比较两种虚拟现实技术，虚拟化身和拟人化虚拟代理对消费者心理状态和感知真实感的有效性。设计/方法/方法进行了一项实验调查，以衡量拟人化虚拟代理相对于化身的潜在优势，并确定拟人化虚拟代理有效性的决定性特征。为此，我们设计了一个实验网站。共有1262名互联网用户参与了这项实验。研究结果证实了拟人化虚拟代理在影响消费者心流状态、远程呈现体验和感知真实感方面优于化身。这些发现可以用这类代理人的人性化特征(即言语和非言语)来解释。独创性/价值本研究的独创性在于对不同形式的社会互动的研究。后者的研究很少，基本上是用二分法(存在/不存在虚拟代理)来处理的。数字营销的新趋势要求企业家积极主动，并预测客户在其在线商店的行为。这就是为什么虚拟现实技术，即拟人化代理，可以被认为是参与有效的入站营销策略的相关工具。如今，智能技术的发展促使线上经营的企业家设计出更加互动、逼真、人性化的虚拟商户环境，更适应新的消费趋势和环境的现实。

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Effectiveness of virtual reality technologies in digital entrepreneurship: a comparative study of two types of virtual agents

Purpose The rapid progress of information and communication technologies enables business creators to access a wide variety of tools. These tools facilitate electronic exchanges and interactions with customers and companies. The purpose of this study is to test and compare the effectiveness of two virtual reality technologies, the avatar and anthropomorphic virtual agents, on consumers’ psychological states and perceived realism. Design/methodology/approach An experimental survey was conducted to measure the potential superiority of the anthropomorphic virtual agent over the avatar and to identify the determining characteristics of the anthropomorphic virtual agent’s effectiveness. An experimental website was designed for the purpose of the study. A total of 1,262 internet users participated in the experiment. Findings Results confirm the superiority of the anthropomorphic virtual agent over the avatar in affecting consumers’ flow state, telepresence experience and perceived realism. These findings can be explained by the humanized characteristics of this type of agent (i.e. verbal and nonverbal language). Originality/value The originality of this research lies in the study of different forms of social interactivity. This latter has been little studied and essentially treated with a dichotomous perspective (presence/absence of a virtual agent). New trends in digital marketing challenge entrepreneurs to be proactive and to anticipate customers’ behavior on their online stores. That is why, virtual reality technologies, namely, anthropomorphic agents, can be considered as a relevant tool to engage in efficient inbound marketing strategies. Today, the development of intelligent technologies encourages entrepreneurs operating online to design more interactive, realistic and humanized virtual merchant environments that are more adapted to the realities of the new consumption trends and environment.

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来源期刊

Journal of Research in Marketing and Entrepreneurship BUSINESS-

CiteScore

3.00

自引率

36.80%

发文量

期刊介绍： The Journal of Research in Marketing and Entrepreneurship (JRME) publishes research that contributes to our developing knowledge of entrepreneurial and small business marketing. Even though research into the relationship between marketing and entrepreneurship is still relatively young, the subject has thus far proved exciting and thought provoking, and critical thinking has progressed rapidly.The journal stands at the interface of research in marketing and entrepreneurship. Coverage may include, but is not limited to: -The size and structure of the entrepreneurial enterprise. -SMEs and micro businesses approach marketing -Intrapreneurship -The role of entrepreneurship in marketing -The role of marketing in entrepreneurship -How do successful entrepreneurs market their product and services? -Competencies necessary for the successful entrepreneur -The role of entrepreneurship (and, as appropriate, intrapreneurship) in the development of organizations -Life cycles of organizations: the stages in the growth of firms and the analysis of critical episodes -The influence of external help, support, and personal contact networks -Opportunity recognition -Relationships between SMEs and larger firms: how SMEs interact successfully with larger firms and how these larger firms in turn manage their relationships with SMEs -Strategic and management issues that pertain to marketing -Cultural and sociological perspectives of the entrepreneur -Cross-cultural studies and work on developing economies -Appropriate research methodologies