The Effects of Anthropomorphic Agents on Advertising Effectiveness and the Mediating Role of Presence
Yung Kyun Choi, Dongguk University and,Gordon E. Miracle and Frank Biocca, Michigan State Univerity
PRESENTING AGENTS ON THE WEB SITE
Agents are computer-generated, graphically displayed entities that represent either imaginary characters or real humans controlled by artificial intelligence. Agents are given properties such as shape, color, sound, and motion (Biocca & Delaney, 1995). An agent that is incarnated with human form is referred to as an anthropomorphic agent. Anthropomorphic properties are important for the design of...