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http://dx.doi.org/10.5392/JKCA.2022.22.07.524

The Effect of Virtual Human Lecturer's Human Likeness on Educational Content Satisfaction: Focused on the Theory of Experiential Economy  

Gong, Li (경희대학교 일반대학원 경영학과)
Bae, Sujin (경희대학교 경영대학)
Kwon, Ohbyung (경희대학교 경영대학)
Publication Information
The Journal of the Korea Contents Association / v.22, no.7, 2022 , pp. 524-539 More about this Journal
Abstract
With the advent of generative artificial intelligence technology, it became possible to create a virtual human, and produce a lecture video only with textual information. It is expected that the virtual human will enhance the efficient production of educational contents and the student's entertainment experience and satisfaction. However, there have been still few studies that have demonstrated the process of how virtual human technology reaches students' satisfaction. Therefore, the purpose of this study is to empirically examine whether the human likeness, which is the main characteristic of a virtual human based on Uncanny Valley theory, affects human experience and satisfaction. In particular, human likeness of the Uncanny Valley theory was subdivided into human likeness in the visual and verbal dimensions, and the process of reaching satisfaction was understood based on the experience economy model. In particular, human similarity in Uncanny Valley theory was classified as similarity in the visual and language levels, and the process of reaching satisfaction based on the experiential economic model was analyzed with a partial least squares structure model equation (PLS-SEM). The survey was conducted online for a panel of office workers at a specialized research institution in China. The results indicate that both the visual and verbal human likeness had a positive effect on experience economy factors (education, entertainment, esthetic, escape), and then these experiential factors had a significant effect on satisfaction. The results also provide some suggestions to consider when designing educational contents by virtual human.
Keywords
Virtual Human; Human Likeness; Experience Economy; Educational Content; Satisfaction;
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