Avatar-Based Advertising in Second Life
Avatar-Based Advertising in Second Life
复制标题
《第二人生》中基于头像的广告
DOI：
10.1080/15252019.2009.10722162
复制
发表时间：
2009
影响因子：
--
通讯作者：
Justin Bolebruch
中科院分区：
文献类型：
--
作者：
S. Jin;Justin Bolebruch
摘要基于化身的三维虚拟环境，如第二人生，最流行和增长最快的环境，为品牌营销，广告游戏和互动广告提供了一个有前途的企业沟通渠道。利用在场文献，本研究探讨了提供产品信息的代言人化身的存在（与不存在）以及消费者与这些代言人化身的多模态交互对消费者产品参与度、对产品的态度和在线购物体验的享受的改善的影响。此外，本研究还探讨了广告代言人的人性化（与非人性化）的身体特征对消费者对其身体吸引力和广告信息价值的评价的影响。路径分析揭示了代言人的身体吸引力的中介作用。
Abstract Avatar-based, three-dimensional, virtual environments such as Second Life, the most popular and fastest growing environment, offer a promising corporate communication channel for brand marketing, advergaming, and interactive advertising. Drawing on presence literature, this study examines the effects of the presence (versus absence) of spokes-avatars that provide product information and consumers’ multimodal interactions with these spokes-avatars on improvements in the consumers’ product involvement, attitude toward the product, and enjoyment of the online shopping experience. In addition, this study investigates the effects of spokes-avatars’ physical characteristics in terms of humanness (versus non-humanness) on consumers’ evaluation of their physical attractiveness and the information value of the advertisement message. A path analysis reveals a mediating role of spokes-avatars’ physical attractiveness.