بررسي طراحي آواتار متناسب با هويت برند براي مخاطب نسل Z در بخش آموزش مجازي(مورد مطالعه: دانشگاه اصفهان)

The rapid growth of digital technologies an‎d artificial intelligence has led to the widespread use of avatars in online learning environments. In virtual education, avatars can play a significant role by facilitating interaction, personalizing the learning experience, an‎d strengthening the connection between users an‎d educational platforms. On the other han‎d, Generation Z, as a cohort whose lifestyle is strongly shaped by digital interactions, has different expectations from online learning environments. Therefore, designing avatars that align with the characteristics an‎d preferences of this generation can not only enhance the learning experience but also contribute to strengthening the bran‎d identity of educational platforms. The aim of this study is to design an‎d eva‎luate bran‎d-aligned avatars for Generation Z users in the virtual learning system of the University of Isfahan. This research is applied in terms of purpose an‎d descriptive-survey in terms of method. Accordingly, three types of avatars—simple, educated, an‎d expert—were designed, an‎d the responses of Generation Z users to these avatars were examined. Data were collected באמצעות a questionnaire, an‎d the avatars were eva‎luated based on factors such as visual attractiveness, likability, trust, sense of comfort an‎d ease, concentration, platform compatibility, perceived sense of a real instructor, intention to use the platform, an‎d learning experience. The findings indicated that the three types of avatars did not have equal levels of effectiveness. The simple avatar was more effective in creating initial attractiveness an‎d emotional engagement, while the educated avatar generated higher levels of trust an‎d concentration among users. The expert avatar showed the greatest impact by enhancing factors such as trust, concentration, perceived instructor presence, an‎d intention to use the platform, thereby playing a more significant role in improving the learning experience of Generation Z. Overall, the results suggest that increasing the level of professionalism in avatar design can lead to improved learning experiences an‎d enhanced user perceptions of bran‎d identity in virtual learning environments.

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