The Influence of Avatars' Physical Appearance and Gender on Consumer Emotional Responses and Perceived Credibility
碩士 === 國立臺北大學 === 資訊管理研究所 === 99 === 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...
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ndltd-TW-099NTPU03960042015-10-13T20:08:42Z http://ndltd.ncl.edu.tw/handle/51720454154083724070 The Influence of Avatars' Physical Appearance and Gender on Consumer Emotional Responses and Perceived Credibility 虛擬模特兒的外表吸引力和性感對顧客情緒反應和知覺可信度的影響 Wen-Chien Hu 胡文謙 碩士 國立臺北大學 資訊管理研究所 99 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. Chih-Chien Wang 汪志堅 2011 學位論文 ; thesis 82 en_US |
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碩士 === 國立臺北大學 === 資訊管理研究所 === 99 === 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.
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author2 |
Chih-Chien Wang |
author_facet |
Chih-Chien Wang Wen-Chien Hu 胡文謙 |
author |
Wen-Chien Hu 胡文謙 |
spellingShingle |
Wen-Chien Hu 胡文謙 The Influence of Avatars' Physical Appearance and Gender on Consumer Emotional Responses and Perceived Credibility |
author_sort |
Wen-Chien Hu |
title |
The Influence of Avatars' Physical Appearance and Gender on Consumer Emotional Responses and Perceived Credibility |
title_short |
The Influence of Avatars' Physical Appearance and Gender on Consumer Emotional Responses and Perceived Credibility |
title_full |
The Influence of Avatars' Physical Appearance and Gender on Consumer Emotional Responses and Perceived Credibility |
title_fullStr |
The Influence of Avatars' Physical Appearance and Gender on Consumer Emotional Responses and Perceived Credibility |
title_full_unstemmed |
The Influence of Avatars' Physical Appearance and Gender on Consumer Emotional Responses and Perceived Credibility |
title_sort |
influence of avatars' physical appearance and gender on consumer emotional responses and perceived credibility |
publishDate |
2011 |
url |
http://ndltd.ncl.edu.tw/handle/51720454154083724070 |
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