Effects of Familiarity and Fit on Virtual Human Emotions and Attitudes
Authors
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Jong Woo Jun
Professor, School of Communications, Dankook University, 152 Jukjeon-ro, Suji-gu, Yongin-si, Gyeonggi-do, South Korea 16890
https://orcid.org/0000-0003-3062-1927
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Jungryum Kim
Ph.D. & Public Relations Director (Corresponding Author), Korea Legal Aid Corporation, 26, Hyeoksin 2-ro, Gimcheon-si, Gyeongsangbuk-do, Republic of Korea 39660
https://orcid.org/0009-0009-4731-9952
DOI:
https://doi.org/10.17010/ijom/2026/v56/i5/175350Keywords:
virtual human, familiarity, self-image congruence, emotional responses, attitude.Publication Chronology: Paper Submission Date : August 20, 2025 ; Paper sent back for Revision : February 23, 2026 ; Paper Acceptance Date : March 20, 2026 ; Paper Published Online : May 15, 2026.
Abstract
Purpose : This study investigated consumers’ emotional responses to virtual humans and examined how these responses influenced attitudes toward virtual humans. Specifically, the study focused on the roles of familiarity and self-image congruence as antecedent factors affecting emotional responses.
Methodology : A research model was developed incorporating familiarity and self-image congruence as independent variables, emotional responses (pleasure, arousal, and dominance (PAD)) as mediating variables, and attitude toward the virtual human as the dependent variable. A survey was conducted with 263 female college students, and the proposed model was tested using structural equation modeling (SEM).
Findings : The results showed that familiarity with virtual humans had a significant positive effect on all three emotional dimensions: pleasure, arousal, and dominance (PAD). Self-image congruence significantly influenced pleasure and dominance, but not arousal. Among the emotional responses, only pleasure had a significant positive effect on attitudes toward the virtual human, whereas arousal and dominance did not show significant effects.
Practical Implications : The findings suggested that practitioners should prioritize strategies that enhance users’ familiarity with virtual humans and design virtual human images that align with consumers’ self-image to elicit positive emotional responses. In particular, inducing pleasure was critical, as it directly influences attitudes toward virtual humans.
Originality : This study contributed to the literature by integrating antecedents and consequences of emotional responses into a single research model in the context of virtual humans, highlighting the differential roles of emotional dimensions in shaping attitudes.
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