What drives technology-enhanced storytelling immersion? The role of digital humans

被引：24

作者：

Sung, Eunyoung ^{[1
]}

Han, Dai-In Danny ^{[2
,3
]}

Bae, Sujin ^{[4
]}

Kwon, Ohbyung ^{[5
]}

机构：

[1] Montana State Univ, Mkt, Jake Jabs Coll Business & Entrepreneurship, Bozeman, MT 59717 USA

[2] ZUYD Univ Appl Sci, Res Ctr Future Food, Maastricht, Netherlands

[3] Breda Univ Appl Sci, Breda, Netherlands

[4] Kyung Hee Univ, Sch Management, Seoul, South Korea

[5] Kyung Hee Univ, Ctr Adv Informat Technol, Sch Management, Seoul, South Korea

来源：

COMPUTERS IN HUMAN BEHAVIOR | 2022年 / 132卷

关键词：

Digital human; Storytelling; Augmented reality; Artificial intelligence; Experience economy theory; AUGMENTED REALITY; ARTIFICIAL-INTELLIGENCE; EXPERIENCE ECONOMY; NARRATIVE TRANSPORTATION; IMPACT; METAANALYSIS; DIMENSIONS; BRANDS; MODEL;

D O I：

10.1016/j.chb.2022.107246

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

In this research, we investigate consumer responses to technology-enhanced storytelling marketing via augmented digital humans in two different contexts. We test the role of an augmented digital human stimulus as a moderator for storytelling satisfaction in a technology-enhanced retail complex. Building on visual perception theory and information processing theory, the findings from our study reveal sequential links between the four realms of experience economy theory in a mixed reality environment and subsequent effects on storytelling satisfaction, which in turn are boosted by digital human storytelling. Overall, our findings reveal that digital human storytelling is an effective long-term marketing strategy in technology-enhanced environments.

引用

页数：10

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