虛擬模特兒的外表吸引力和性別對顧客情緒反應和知覺可信度的影響

The Influence of Avatars’ Physical Appearance and Gender on Consumer Emotional Responses and Perceived Credibility

胡文謙(Wen-Chien Hu)

指導教授 ： 汪志堅

國立臺北大學/商學院/資訊管理研究所/碩士(2011年)

摘要

廣告是一種溝通的形式，目的是說服聽眾採取購買行動，虛擬代言人作為一種有效的方式來位企業介紹它們的產品給消費者，企圖說服潛在客戶來購買或消費特定品牌的商品。本研究主旨在探討在廣告中虛擬代言人外表的效果以及性別的干擾。總計1086 個受訪樣本的四個實證研究，衡量知覺可信度和情緒反應。採用實驗設計的研究方法，研究一、二、三探討在印刷廣告中虛擬代言人的外表吸引力的廣告效果透過不同的產品。研究四調查在影片廣告中虛擬代言人的外表吸引力的廣告效果。實證調查結果發現：（1）性感的虛擬代言人會提升吸引力，而過度裸露的虛擬代言人則會降低信賴度和專業性;（2）對異性的虛擬代言人的呈現正面的情緒反應，但對同性的虛擬代言人則會呈現負面的情緒反應。調查結果指出，未來研究應進一步發現虛擬代言人的更多效果，應用在不同的領域之中。

關鍵字

虛擬代言人 ； 外表 ； 性別差異 ； 知覺可信度 ； 情緒反應

並列摘要

The present study aims to identify the effect of avatar’s physical appearance in advertising as well as the moderating of gender. A total sample of 1086 subjects from four empirical studies completed measure of perceived credibility and emotional responses. Study 1, 2, and 3 aimed to discuss the effect of different degree of nudity avatars with different products on print advertising. Study 4 examined the impact of avatar’s physical attractiveness on video advertising. The empirical survey results of this paper revealed the following: (1) sexy avatar is positively relative to perceived attractiveness, but the overt sexual avatar is negatively relative to perceived trustworthiness and expertise; (2) the opposite-sex of sexy avatar is positively relative to emotional responses, but the same-sex of overt sexual avatar is negatively relative to emotional responses. Findings implied that further research should be conducted to find more details on effects of avatar to apply in different fields.

並列關鍵字

Avatar spokesperson ； Physical appearance ； Gender difference ； Perceived credibility ； Emotional responses.

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