Examine the Relationship between the Real & Virtual Characters' Advertising Effects and the Media Experiences

10.29465/IJDMD.202212_14(2).0001

Yu, Yi-Lin；Fong, Tsai-Shin

Advertising effect ； Media experience ； Virtual-character endorsement

國際數位媒體設計學刊

14卷2期（2022 / 12 / 01）

1 - 11

英文

The purpose of this study is to explore the real-character endorsement vs virtual-character endorsement on product advertising, and to investigate which one possesses better advertising effectiveness on consumers. A total of 335 valid questionnaires were collected with a total of 324 valid sample subjects including 120 males (37%) and 204 females (63%). The SPSS software was used to analyze the collected data. The analysis methods included descriptive statistics, reliability analysis, one-way ANOVA and T test analysis. As suggested by this research, virtual endorsers are more widely accepted by the young people, and thus the trust and positive brand effects of the endorsed products can be gained. It is recommended that relevant companies can consider virtual endorsements instead of real character endorsements in the future since the customized virtual endorsers can better reflect the core spirit of the enterprise, and to meet consumers' preferences for online chatting through frequent interaction and information exchange, thereby increasing the advertising effects.

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