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Motivational virtual agent in e-learning: the roles of regulatory focus and message framing

机译：电子学习中的动机虚拟代理：监管重点和消息框架的作用

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Purpose - The aim of this paper is to examine the effects of a learner's regulatory focus orientation and message frame of a motivational virtual agent in an e-learning environment. Design/methodology/approach - On the basis of quasi-experimental design, university sophomores (n = 210) categorized as chronic promotion-focus, chronic prevention-focus or neutral regulatory focus interacted with either an agent that conveyed gain-frame message or an agent that conveyed loss-frame message to persuade learners to engage with the e-learning content. Statistical analyses assessed the effects of regulatory focus and message frame on agent perception, motivation and cognitive load. Findings - The results of this paper did not support the hypotheses that chronic promotion-focus learners will benefit more with gain-frame agent than a loss-frame agent, and that chronic prevention-focus learners will benefit more with loss-frame agent than a gain-frame agent. There were main effects of message frame (albeit small effects) - the loss-frame agent was perceived to be more engaging, induced higher motivation and prompted higher germane load than the gain-frame agent. With gain-frame agent, chronic promotion-focus learners had higher motivation toward the e-learning task than other learners. Originality/value - Prior studies have examined regulatory focus and message frame with agents simulating virtual health advocates. This paper extended on this by examining these roles with a persuasive agent simulating virtual tutor in an e-learning environment.
机译：目的-本文的目的是研究在电子学习环境中学习者的监管重点取向和动机性虚拟代理的消息框架的影响。设计/方法/方法-在准实验设计的基础上，大学二年级学生（n = 210）被归类为长期促进重点，长期预防重点或中立监管重点，与传达收益框架信息的代理人或代理传达了丢失框架的信息，以说服学习者参与电子学习内容。统计分析评估了监管重点和信息框架对代理商知觉，动机和认知负担的影响。研究结果-本文的结果不支持以下假设：长期专注于推广的学习者将受益于受益框架而不是丧失框架，长期预防专注于学习者将受益于损害框架而不是受益。增益框架代理。消息框具有主要效果（尽管效果很小）-丢失框代理被认为比增益框代理更具吸引力，诱导了更高的动机，并提示了更高的德语负载。有了增益框架代理，与其他学习者相比，以长期晋升为重点的长期学习者对电子学习任务的动机更高。原创性/价值-先前的研究已经通过模拟虚拟健康倡导者的代理商研究了监管重点和信息框架。本文通过在电子学习环境中使用具有说服力的代理模拟虚拟辅导员来研究这些角色，从而对此进行了扩展。

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