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

• Main Authors: Wen-Chien Hu, 胡文謙
• Other Authors: Chih-Chien Wang
• Format: Others
• Language: en_US
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/51720454154083724070

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.