2次元アバターの輪郭線の太さがプロテウス効果に及ぼす影響

－女子大学生における道徳性に関連する認知へのメタフォリカルな影響―

抄録

This study examined how avatar contour thickness influences the Proteus effect, particularly in moral self-perception and altruistic behavior. Based on the metaphorical association between thickness and morality-specifically, the inclination to conform to social norms-we hypothesize that avatars with thick contours will enhance users’ perceptions of morality-related personality traits and foster altruistic behavioral intentions. Through two experiments involving avatar manipulation, we found that interacting with an avatar featuring thick contours significantly enhanced participants’ self-perceived openness and conscientiousness, particularly among female college students. Moreover, it increased their willingness to engage in altruistic behavior. Additionally, our findings revealed that, to elicit the Proteus effect, it is essential to employ a design expression that fosters a sense of body ownership without oversimplifying the avatar’s design elements. This research offers practical implications for the design of avatar-based customer service systems, suggesting that visual cues can influence user behavior and potentially enhance service quality.