International Journal of
Innovation, Management and Technology

Abstract

Many educational institutions have beenchallenged by sub-replacement fertility in recent years. As such,it is becoming increasingly challenging to enroll new students intheir programs. In this context, using Artificial Intelligence (AI)to create avatars to attract student enrollment is an emergingtrend and possible solution. However, virtual agents have notyet been widely used to attract enrollment in universitydepartments. Based on the “matching hypothesis,”anthropomorphism affects human perception and behavior byincreasing trust and connectedness or stimulating socialresponse behaviors. This study explored viewers’ perceptions ofthe virtual spokes-character’s smooth performance, expertise,facilities, internship opportunities, and future employmentopportunities and prospects in the Department of M at CUniversity. We invited potential students to watch anenrollment advertisement film regarding the Department of M,in which a virtual spokes-character introduced the department.A total of 122 valid questionnaires were retrieved. The findingsindicate that the virtual agent positively influenced the viewers.Most viewers found the virtual agent’s performance smooth,professional, and effective in conveying the department’scharacteristics. Moreover, most viewers expressed trust in thevirtual agent’s endorsement.