| abstract |
| Background Virtual humans are digitally created using advanced technologies such as artificial intelligence and computer graphics. Virtual humans can create engagement on social media platforms and act as endorsers in advertising. Consequently, there is a need for both theoretical and empirical research to understand their advertising effectiveness.
Methods An online survey (n=439) was conducted to explore the influence of virtual humans’ gender on advertising effectiveness. Regression analysis and t-test were used to statistically analyze the collected data.
Result The study’s findings revealed that attractiveness, trustworthiness, and intimacy of virtual humans positively impact advertising attitude. This suggests that virtual humans may be perceived as attractive based on their appearance and are also capable of fostering a sense of intimacy with viewers. Attention, however, did not have a significant effect on advertising attitude. Overall, the observed variables were higher for female virtual humans compared to male virtual humans, implying that female virtual humans attract more attention and are perceived as more attractive.
Conclusion The findings of this study demonstrate that virtual humans enhance attention and credibility through attractiveness and intimacy. This research advances the theoretical understanding of the advertising effectiveness and interpersonal processes involving virtual humans, while also providing practical guidelines for developing creative strategies that utilizes virtual humans. |
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| Key Words |
| 가상 인간, 성별, 광고태도, Virtual Human, Gender, Advertising Attitude |
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