Acceptance of Enrollment Advertisement of Virtual Agent by Real Viewers

Many educational institutions have been challenged by sub-replacement fertility in recent years. As such, it is becoming increasingly challenging to enroll new students in their programs. In this context, using Artificial Intelligence (AI) to create avatars to attract student enrollment is an emerging trend and possible solution. However, virtual agents have not yet been widely used to attract enrollment in university departments. Based on the “matching hypothesis,” anthropomorphism affects human perception and behavior by increasing trust and connectedness or stimulating social response behaviors. This study explored viewers’ perceptions of the virtual spokes-character’s smooth performance, expertise, facilities, internship opportunities, and future employment opportunities and prospects in the Department of M at C University. We invited potential students to watch an enrollment advertisement film regarding the Department of M, in which a virtual spokes-character introduced the department. A total of 122 valid questionnaires were retrieved. The findings indicate that the virtual agent positively influenced the viewers. Most viewers found the virtual agent’s performance smooth, professional, and effective in conveying the department’s characteristics. Moreover, most viewers expressed trust in the virtual agent’s endorsement.