首页|虚拟数字人对直播参与行为影响的机制及边界条件研究

虚拟数字人对直播参与行为影响的机制及边界条件研究

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基于恐怖谷理论和内隐人格理论,通过3个情境实验,探讨虚拟数字人主播形象和驱动类型的交互作用对直播参与行为的影响.研究发现:虚拟数字人主播形象和驱动类型的交互作用对直播参与行为有显著影响;现实威胁与身份威胁在驱动类型和主播形象对直播参与的影响中起中介作用;内隐人格不仅调节了驱动类型和主播形象对直播参与行为的影响,也调节了虚拟数字人形象和驱动类型通过身份威胁与现实威胁对部分直播参与行为的间接影响.
Research on the Influence Mechanisms and Boundary Conditions of Virtual Digital Person on Viewers'Engagement in Live-Streaming
Based on the uncanny valley theory and the implicit personality theory,this study ex-plores the interaction between the image of the virtual digital human streamer and the driving type on the live-streaming participation behavior through three situational experiments.The findings reveal that:the interaction between the image and driving type of virtual digital streamer has a significant impact on live-streaming engagement;realistic threat and identity threat play a mediating role in the influence of driving type and image on engagement in live-streaming;implicit personality not only moderates the interaction between driving type and image on engagement,but also moderates the indi-rect effect of the interaction between driving type and image on some engagement activities in live-streaming through the identity threat and realistic threat.

virtual digital humandriven typeimageimplicit personalitylive-streaming en-gagement

袁海霞、张怡琳、白琳、徐海琴

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安徽大学商学院

虚拟数字人 驱动类型 主播形象 内隐人格 直播参与

2024

管理学报
华中科技大学

管理学报

CSTPCDCSSCICHSSCD北大核心
影响因子:1.38
ISSN:1672-884X
年,卷(期):2024.21(12)