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首页> 外文期刊>Computer-Aided Civil and Infrastructure Engineering >Effects of Interactive Real-Time Simulations and Humanoid Avatars on Consumers' Responses in Online House Products Marketing
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Effects of Interactive Real-Time Simulations and Humanoid Avatars on Consumers' Responses in Online House Products Marketing

机译：交互式实时仿真和人形化身对在线房屋产品营销中消费者响应的影响

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摘要

Interactive product presentation techniques have recently gained importance in online marketing of house products. Real-time simulation offers a high level interactive presentation with more powerful features to present product functions and variations. This article presents a novel computational approach for engaging and supporting consumers in making informed choices about purchasing house products. It involved the development and testing of an online interactive real-time simulation for house product marketing (the Virtual House Showroom-VHS). This model also included optional humanoid avatars, representing a virtual buyer-seller experience. The research assessed the effectiveness of the VHS on consumers' cognitive and affective responses. In particular, it examined whether consumers' responses to real-time simulation with a humanoid avatar are significantly different from their responses to the model without the avatar. Participants (n = 110) were organized into two groups. Group 1 (n = 56) evaluated VHS without the humanoid avatar and group 2 (n = 54) appraixed the model with the avatar. The results confirmed that interactive online realtime simulation technologies without the avatar have significant effects on consumers' cognitive learning, affect, and behavior. However, it was found that the humanoid avatar had no significant effect on respondents' decision-making. Further research was suggested to improve the usability of real-time simulation in the marketing of house products.
机译：交互式产品展示技术最近在房屋产品的在线营销中变得越来越重要。实时仿真提供了具有更强大功能的高级交互式演示，以演示产品功能和变化。本文提出了一种新颖的计算方法，用于吸引和支持消费者就购买自家产品做出明智的选择。它涉及用于房屋产品营销的在线交互式实时模拟（虚拟房屋陈列室-VHS）的开发和测试。该模型还包括可选的类人动物化身，代表虚拟的买家-卖家体验。该研究评估了VHS对消费者的认知和情感反应的有效性。尤其是，它检查了消费者对具有类人化身的实时仿真的响应与他们对没有化身的模型的响应是否显着不同。参加者（n = 110）分为两组。第1组（n = 56）在没有人形化身的情况下评估了VHS，第2组（n = 54）对有化身的模型进行了评估。结果证实，没有化身的交互式在线实时仿真技术会对消费者的认知学习，情感和行为产生重大影响。然而，发现人形化身对受访者的决策没有显着影响。建议进一步研究以提高实时模拟在房屋产品营销中的可用性。

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    Lamine Mahdjoubi; Jing Hao Koh; Cletus Moobela;

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    Faculty of Environment and Technology, Department of Construction and Property, Frenchay Campus, Coldharbour Lane, University of the West of England, Bristol BS16 1QY, United Kingdom;

    School of Architecture, Building & Design, Taylor's University, Lakeside Campus, No. 1, Jalan Taylor's, 47500 Subang Jaya, Selangor, Malaysia;

    School of Civil Engineering and Surveying, The University of Portsmouth, Portland Building, Portsmouth PO1 3AH, United Kingdom;

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