虚拟人社会接受度提升之组态路径研究——基于36个案例的定性比较分析

How to Improve the Public Acceptance of Virtual Human: a Qualitative Comparative Analysis Based on 36 Cases

虚拟人作为连接现实世界与虚拟世界的一种新型生命载体,其所承载的技术价值、商用价值、传播价值和社会价值逐步凸显。但限于产品形态、功能应用及用户感官偏好、认知图式等多方面因素,其市场认可度和社会接受度仍有待提升。根据计算机是社会行动者框架,研究基于近年来小红书平台舆论热度较高的36个虚拟人样本,使用定性比较分析对影响虚拟人社会接受度的多层要素进行挖掘。研究发现:目前国内虚拟人在社会接受度上存在明显断层,头部20%的产品占据了84.6%的社会接受度;从各项社会线索得分表现来看,外观形象>人设定位>底层技术>交互功能;从各项社会线索的重要性程度来看,“人设定位”成为提升社会接受度的核心要素,其后依次为“交互功能”“底层技术”和“外观形象”;从组态路径来看,基于情感连接的“强人设”和基于感官刺激的“高颜值”构成了虚拟人社会接受度提升的两种典型模式。研究从理论层面对计算机是社会行动者框架作出扩充,在实践层面为虚拟人在新闻传播行业的落地应用提供参考。

As a new type of life carrier connecting the real world and the virtual world, the technical, commercial, communication and social values of the virtual digital person are gradually emerging.However, its market recognition and public opinion acceptance still need to be improved due to various factors such as product form, functional application, user sensory preference and cognitive schema.Based on the Computers-Are-Social-Actors paradigm, this study uses qualitative comparative analysis(QCA)to explore the multi-layered factors affecting the public opinion acceptance of virtual human based on 36 samples of virtual human with high communication popularity in recent years.It is found that there is a significant fault line in the public opinion acceptance of domestic virtual digital people, with the top 20% occupying 84.6% of the public opinion acceptance.In terms of the performance of each attribute score, "appearance image" > "persona positioning" > "underlying technology" > "interactive application".In terms of the importance of each attribute, "persona positioning" is the core element to improve public acceptance, followed by "interactive application", "underlying technology" and "appearance".In terms of configuration path, "strong persona" based on emotional connection and "high value" based on sensory stimulation constitute two typical modes of virtual human "out of the circle".However, how to go from "human-machine interaction" to "human-machine empathy" is still the core bottleneck for the virtual human to become a mass application.In addition, this study expands the Computers-Are-Social-Actors paradigm from a theoretical perspective.