关键词: 虚拟数字人, 恐怖谷, 用户接受意愿, 在线实验法, 智能传播

Abstract: With the rise of the metaverse concept, virtual digital humans are increasingly being applied in various industries. The application of virtual news anchors in the media field is emphasized. The public’s evaluation on the simulation dimension of virtual news anchors is measured through online experiments, the impact of simulation degree on users’ acceptance willingness is analyzed, and a structural equation model is used to examine the mediating role of the uncanny valley effect. It is revealed that the closer virtual digital humans align with human characteristics in terms of appearance, behavior and language habits, the more likely they are to elicit positive emotions in the audience. Consequently, this enhances audience acceptance levels, as well as their willingness to use and watch these digital humans. However, it is found that the mediating effect associated with the uncanny valley is absent. In other words, the uncanny valley effect didn’t exert a significant influence on audience’s willingness to use these virtual news anchors. The audience didn’t show observably negative emotions as simulation degree of virtual news anchors increases. Conversely, the audience more liked virtual news anchors who closely resembled humans, and expectations were formed for the application scenarios of virtual anchors of different genders.

Key words:  virtual digital human, uncanny valley, user acceptance, online experiment, artificial communicaiton