Paper Type
Complete
Paper Number
PACIS2026-1521
Description
Digital cloned avatars create a distinctive endorsement problem because they preserve a recognizable human prototype while allowing their expressed persona to be strategically reconfigured. Drawing on schema congruity theory, this study examines when persona-consistent versus persona-contrast cloned avatars improve tourists’ destination attitudes. Across one pilot study and three scenario-based experiments, we show that cloned-avatar strategy interacts with destination–prototype fit. When fit is high, a persona-consistent avatar produces more favorable destination attitudes; when fit is low, a persona-contrast avatar is more effective. This crossover effect is mediated by perceived schema congruity, reflecting tourists’ evaluation of coherence among prototype identity, avatar-expressed persona, and destination personality. Curiosity does not provide a viable alternative explanation. Moreover, novelty seeking strengthens the interaction, indicating that consumers open to novel configurations are more responsive to fit-contingent avatar design. The findings extend digital endorser research by theorizing cloned avatars as prototype-anchored yet configurable endorsement artifacts.
Recommended Citation
Gong, Zixu and Zhang, Xianfeng, "Personality Design of Digital Cloned Avatars in AI-Mediated Tourism Endorsement" (2026). PACIS 2026 Proceedings. 7.
https://aisel.aisnet.org/pacis2026/isdesign_tam/isdesign_tam/7
Personality Design of Digital Cloned Avatars in AI-Mediated Tourism Endorsement
Digital cloned avatars create a distinctive endorsement problem because they preserve a recognizable human prototype while allowing their expressed persona to be strategically reconfigured. Drawing on schema congruity theory, this study examines when persona-consistent versus persona-contrast cloned avatars improve tourists’ destination attitudes. Across one pilot study and three scenario-based experiments, we show that cloned-avatar strategy interacts with destination–prototype fit. When fit is high, a persona-consistent avatar produces more favorable destination attitudes; when fit is low, a persona-contrast avatar is more effective. This crossover effect is mediated by perceived schema congruity, reflecting tourists’ evaluation of coherence among prototype identity, avatar-expressed persona, and destination personality. Curiosity does not provide a viable alternative explanation. Moreover, novelty seeking strengthens the interaction, indicating that consumers open to novel configurations are more responsive to fit-contingent avatar design. The findings extend digital endorser research by theorizing cloned avatars as prototype-anchored yet configurable endorsement artifacts.
Comments
13-Design