题名

THE EFFECT OF VIRTUAL SPOKESCHARACTER TYPE ON ONLINE ADVERTISEMENTS

DOI

10.7903/ijecs.1798

作者

Ya-Hui Hsu；Hsiang Chen；Yi-Lan Lu；Wen-Chang Fang

关键词

Spokescharacters ； Online Advertisements ； Animation ； Face Type ； Speech Synchronization

期刊名称

International Journal of Electronic Commerce Studies

卷期/出版年月

9卷2期（2018 / 12 / 01）

页次

161 - 190

内容语文

英文
中文摘要

Previous studies 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 speech 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), face type (human-like vs. cartoon-like), and speech synchronization (adult voice vs. child voice), thereby representing a hedonic animated online advertisement. By using an analysis of variance, this study revealed that cartoon-like female spokescharacters with child speech synchronization exhibited the highest effectiveness in online advertisements.
主题分类 基礎與應用科學 > 資訊科學
社會科學 > 經濟學
社會科學 > 財金及會計學
社會科學 > 管理學
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