한국정보시스템학회지:정보시스템연구 (The Journal of Information Systems)

  • 제32권4호
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  • Pages.163-188
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  • 2023
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  • 1229-8476(pISSN)
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  • 2733-8770(eISSN)
한국정보시스템학회 (Korea Association of Information Systems)
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가상인간의 의인화에 따른 이용자 호감도에 관한 연구: 사회비교 경험과 자기향상욕구를 중심으로

A Study on User Liking Based on Anthropomorphism of Virtual Humans:Focusing on Social Comparison Experience and Self-Improvement Motivation

  • 정동아 (연세대학교 정보대학원) ;
  • 김하연 (연세대학교 정보대학원) ;
  • 이상우 (연세대학교 정보대학원)
  • 투고 : 2023.11.17
  • 심사 : 2023.12.18
  • 발행 : 2023.12.31
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초록

Purpose The study examines the impact of the level of anthropomorphism (both in appearance and behavior) of virtual humans on user liking. It investigates whether this relationship is mediated by social comparison experiences, with the moderated mediation effect of users' desire for self-improvement. Design/methodology/approach A between-groups experimental design was employed to examine the impact of different levels of appearance(low/mid/high) and behavior(low/high) anthropomorphism on user liking of virtual humans. The experiment was conducted in an online environment, and participants were randomly exposed to one of six stimuli, which were Instagram-like posts. Findings The results indicate that as virtual humans become more anthropomorphic, they have a positive impact on user liking. However, once the level of anthropomorphism in appearance reaches a certain point (mid vs high), there is no significant difference in user liking. Users who perceive virtual humans as highly anthropomorphic tend to engage in more social comparison experiences, which positively affects their liking for these virtual humans. Conversely, individuals with a high desire for self-improvement found that the positive effect of appearance anthropomorphism on liking through social comparison experiences was reduced. The study extends the application of social comparison theory by examining its impact on influencer marketing with virtual beings. It provides valuable insights for the formulation of influencer marketing strategies using virtual humans.

키워드

과제정보

본 연구는 과학기술정보통신부 또는 정보통신기획평가원의 대학ICT연구센터육성지원사업의 연구결과로 수행됨(IITP-2023-2020-0-01749).

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