Choose your “buddy icon” carefully: The influence of avatar androgyny, anthropomorphism and credibility in online interactions

Abstract

In both online and offline interactions, the visual representation of people influences how others perceive them. In contrast to the offline body, an online visual representation of a person is consciously chosen and not stable. This paper reports the results of a 2 step examination of the influence of avatars on the person perception process. Specifically, this project examines the reliance on visual characteristics during the online perception process, and the relative influence of androgyny, anthropomorphism and credibility. In the first step, 255 participants fill out a survey where they rated a set of 30 static avatars on their credibility, androgyny, and anthropomorphism. The second step is a between subjects experiment with 230 participants who interact with partners represented by one of eight avatars (high and low androgyny, and anthropomorphism by high and low credibility). Results show that the characteristics of the avatar are used in the person perception process. Causal modeling techniques revealed that perceptions of avatar androgyny influence perceptions of anthropomorphism, which influences attributions of both avatar and partner credibility. Implications of these results for theory, future research, and users and designers of systems using avatars are discussed.