The Effect of Virtual Spokescharacter Type on Online Advertisements

Authors

DOI:

https://doi.org/10.7903/ijecs.1798

Keywords:

spokescharacters, online advertisements, animation, facial appearance, lip synchronization

Abstract

Previous research has rarely examined the advertising effects of computer-generated imagery. To address the research gap regarding spokescharacters, this study examined the rarely discussed influence of lip synchronization on online advertisements. This study tested the effects of different types of virtual character on advertising effectiveness, which was measured according to ad credibility, attitude toward the ad, and attention toward the ad. The primary experiment included 8 conditions in which each character had a different gender (male vs. female), facial appearance (human-like vs. cartoon-like), and lip synchronization (adult vs. child), thereby representing a hedonic animated online advertisement. By using an analysis of variance, this study revealed that cartoon-like female spokescharacters with child lip synchronization exhibited the highest effectiveness in online advertisements.

 

 

To cite this document: Ya-Hui Hsu, Hsiang Chen, Yi-Lan Lu and Wen-Chang Fang, "THE EFFECT OF VIRTUAL SPOKESCHARACTER TYPE ON ONLINE ADVERTISEMENTS ", International Journal of Electronic Commerce Studies, Vol.9, No.2, pp.161-190, 2018.

Permanent link to this document:
http://dx.doi.org/10.7903/ijecs.1798

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Published

2019-03-17

Issue

Section

Image process, multi media, video, and virtual reality