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The Korean Society for Journalism & Communication Studies - Vol. 67 , No. 3

[ Article ]
Korean Journal of Journalism & Communication Studies - Vol. 67, No. 3, pp. 206-238
Abbreviation: KSJCS
ISSN: 2586-7369 (Online)
Print publication date 30 Jun 2023
Received 15 Aug 2022 Accepted 05 Jun 2023 Revised 07 Jun 2023

AI 가상 캐릭터에 대한 지각된 특성이 AI 앵커 진행 뉴스 지속시청 의도에 미치는 영향에 관한 탐색적 연구
고정민*** ; 이도연****
***성균관대학교 미디어커뮤니케이션학과 석박사통합과정 (
****성균관대학교 미디어커뮤니케이션학과 석박사통합과정 (

An Exploratory Study on the Influence of Perceived Characteristics of AI Virtual Characters on the Intention to Continue Watching News Hosted by AI Anchor
Jeongmin Ko*** ; Doyeon Lee****
***Graduate Student, Department of Media and Communication, Sunkyunkwan University (
****Graduate Student, Department of Media and Communication, Sunkyunkwan University, corresponding author (
Funding Information ▼


본 연구는 뉴스 분야에서 활용되고 있는 가상 캐릭터인 AI 앵커와 관련하여 AI 앵커가 진행하는 뉴스를 지속 시청하고자 하는 의도를 살펴봄으로써 향후 AI 앵커의 발전 방향성을 제시하고자 했다. 구체적으로 AI 앵커에 대한 외형적 및 음성적 지각된 특성이 AI 앵커에 대한 선호도와 신뢰도를 통해 AI 앵커가 진행하는 뉴스를 지속적으로 시청하고자 하는 의도로 이어지는지 살펴보고자 했다. 영향 관계를 검증하기 위해 웹 설문지를 통한 온라인 조사를 수행했고, 총 800부의 데이터를 분석에 활용했다. 분석 결과, AI 앵커에 대한 외형적, 음성적 지각된 특성은 선호도에 긍정적인 영향을 미치는 것으로 드러났다. 반면 AI 앵커에 대한 외형적, 음성적 지각된 특성이 AI 앵커에 대한 신뢰도에는 유의미한 영향을 미치지 못하는 것으로 드러났다. AI 앵커의 선호도는 AI 앵커가 진행하는 뉴스를 지속적으로 시청하고자 하는 의도에 긍정적인 영향을 미치는 것으로 드러났으며, AI 앵커 신뢰도는 뉴스에 대한 신뢰로 전이가 발생하며, 최종적으로 AI 앵커가 진행하는 뉴스를 지속적으로 시청하고자 하는 의도에 긍정적인 영향을 미치는 것으로 검증됐다. 본 연구는 뉴스에서의 가상 캐릭터 활용에 대한 통합적이고 실질적인 시사점을 제공하고자 했다.


This study aimed to explore the intention of viewers to continue watching news presented by AI anchors. AI anchors are virtual characters that are used in the news industry. The study focused on whether the perceived characteristics of appearance and voice factors of AI anchors influenced viewers’ intention to continue watching news presented by them. This influence was thought to be mediated by viewers’ preference for AI anchors and their perceived credibility. The study drew upon the concept of the uncanny valley effect to extract perceived characteristics of appearance and voice factors of AI anchors. Additionally, the study included news credibility as a mediating variable between the credibility of AI anchors and viewers’ intention to continue watching news presented by them. An online survey was conducted using a web questionnaire to investigate the relationships between these variables. A total of 800 responses were collected and used for the final analysis. The results showed that the perceived characteristics of appearance and voice factors of AI anchors had a positive effect on viewers’ preference for them. However, these characteristics did not have a significant effect on the credibility of AI anchors. Viewers’ preference for AI anchors was found to have a positive effect on their intention to continue watching news presented by them. The credibility of AI anchors also had a positive effect on news credibility. Furthermore, news credibility was found to have a positive effect on viewers’ intention to continue watching news presented by AI anchors. This study has both academic and practical implications for the use of virtual characters in the news industry. Academically, this study is one of the first in the field of virtual character user research and provides direction and suggestions for future studies. It also expands the potential use of variables from the uncanny valley effect by measuring the perceived characteristics of virtual characters using these variables. Practically, the results of this study can be taken into consideration when applying virtual character technology in the news industry. The results also suggest that technology development has surpassed the uncanny valley, allowing for the creation of virtual characters that closely resemble humans.

KeywordsAI Anchor, Perceived Humanness, Perceived Attractiveness, Preference, Credibility
키워드: AI 앵커, 지각된 인간다움, 지각된 매력성, 선호도, 신뢰도


This paper was supported by Korean Society for Journalism and Communication Studies & Market Link(본 연구는 ‘한국언론학회·(주)마켓링크, 학회원과 학문후속세대 연구지원 사업’의 지원을 받아 수행됨).

A preliminary version of this paper was presented at 2021 KSJCS conference(본 연구는 2021년 10월 11일 한국언론학회 가을철 정기학술대회에서 발표됨).

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