Effects of Presentation Modalities in Virtual Museum Guides on Agent Impressions and Painting Evaluations

Abstract

As virtual experiences have become more common in recent years, guide services in virtual spaces are expected to become more popular. In this study, we examined the effect of the modalities of agents guiding visitors while viewing paintings in an online art viewing service. The results showed that voice-only agents consistently rated higher in terms of reliability, usefulness, understandability, enjoyment, and likability than agents providing commentary via text display on the screen. The modality of the agent was also shown to influence not only the impression of the agent but also the evaluation of the painting itself.