A Study on Advertising Effectiveness Depending on Information Source Type (Real Human vs. Virtual Human)
Authors: Lee Dong-Seok , Kim Gwi-Gon 
Published: June 2024

Purpose: This study was conducted to investigate the differences in information source properties according to the type of information source (real human vs. virtual human) and to empirically analyze the impact of the information source type on advertising attitude and product attitude. In addition, this study examined the moderating effect of consumer gender on the effect of information source type on advertising attitude, and the mediating effect of advertising attitude on the effect of type of information source on product attitude.

Theoretical framework: The Source effect refers to the degree to which consumers' message acceptance varies depending on the information source, that is, the properties of the advertising model. In general, representative properties that affect information source effectiveness include expertise, trustworthiness, and attractiveness. The Uncanny Valley theory is the theory that when humans see a non-human being, the more it resembles a human being, the more they feel favorable towards it, but when it reaches a certain level, they feel displeased with it.

Methodology: To test hypotheses, this study conducted an online and offline mixed survey, and a total of 410 questionnaires were used in the final analysis. To test validity and reliability of measurement tools, this study did factor analysis and reliability analysis. Hypotheses were tested with t-test and ANOVA analysis. To test mediating effects, it did mediating regression analysis.

Findings: The findings of data analysis were as follows. First, when the information source type was a virtual human, the level of information source properties was lower than when the information source type was a real human. When the information source type was a virtual human, expertise and trustworthiness were low, and there was no difference in attractiveness. Second, when the information source type was a virtual human, the attitude toward advertising was low. Third, the information source properties of the virtual human advertising model were confirmed to have a positive (+) effect on consumer advertising attitudes. Fourth, the information source properties of the virtual human advertising model were confirmed to have a positive effect on consumer product attitudes. Fifth, the impact of the type of information source on advertising attitude was found to be higher for male consumers than for female consumers, confirming that there is a moderating effect of consumer gender. Sixth, it was confirmed that advertising attitude has a positive effect on product attitude. Seventh, it was confirmed that the effect of information source type on product attitude was mediated by advertising attitude.

Research, Practical & Social implications: The results of this study suggest the following implications. First, this is the first level of research to theoretically verify the effectiveness of advertisements featuring virtual humans and examine whether the theoretical foundation of the information source effect can be extended to virtual humans. Second, this study empirically verified the moderating effects of consumers' psychological mechanisms and demographic factors on the effect of information source types on advertising attitudes.

Originality/value: This study empirically analyzed the source effect of a virtual human advertising model based on the information source effect and the uncanny valley effect.