Who is speaking and where: exploring the impact of social identity and environmental cues of VR embodied conversational agents on user perception

Abstract With the rapid advancement of artificial intelligence and virtual reality, Virtual Reality–Embodied Conversational Agents (VR-ECAs) are increasingly regarded as a promising approach to psychological support. However, existing research has not yet thoroughly examined how the social identity of ECAs and the type of Virtual Reality (VR) environment influence users’ cognitions and behavioral responses. To address this gap, this study employed a 2 × 2 experimental design (N = 33) to investigate the effects of social identity (counselor vs. peer) and environmental type (counseling room vs. park) on self-disclosure intention, cognitive workload, trust, perceived safety, and flow experience. The results indicate that both social identity and environmental type significantly shaped participants’ cognitions and behavioral outcomes. Specifically, the counselor identity, compared to the peer identity, enhanced users’ self-disclosure intention and trust; the counseling room, compared to the park, increased disclosure intention and perceived safety, whereas the park significantly reduced users’ cognitive workload. Moreover, the interaction effect was particularly salient for flow experience: users experienced stronger professional immersion when interacting with a counselor in a counseling room, while the relaxed and natural atmosphere of the peer–park combination also significantly promoted flow experience. These findings provide valuable insights for the design of VR-ECAs, highlighting the critical role of social identity and environmental type in optimizing user experience and the effectiveness of psychological support.