Purpose

As technology increasingly integrates into the restaurant industry, avatar servers present a promising avenue for promoting healthier dining habits. Grounded in the halo effect theory and social comparison theory, this study aims to delve into the influence of avatars' appearance, humor and persuasion on healthier choices and customer satisfaction.

Design/methodology/approach

This paper comprises three experimental studies. Study 1 manipulates avatar appearance (supermodel-looking vs normal-looking) to examine its effects on perceived attractiveness, warmth and relatability. These factors influence customer satisfaction and healthy food choices through the psychological mechanisms of social comparison and aspirational appeal. Studies 2 and 3 further refine this theoretical model by assessing the interplay of appearance with humor (presence vs absence) and persuasion (health-oriented vs beauty-oriented), respectively.

Findings

Results suggest that avatars resembling supermodels evoke stronger aspirational appeal and positive social comparison due to their attractiveness, thus bolstering healthier choices and customer satisfaction. Moreover, humor moderates the relationship between appearance and attractiveness, while persuasion moderates the effects of appearance on social comparison and aspirational appeal.

Research limitations/implications

This research bridges the halo effect theory and social comparison theory, offering insights enriching the academic discourse on technology’s role in hospitality.

Practical implications

The findings provide actionable insights for managers, tech developers and health advocates.

Originality/value

Despite its significance, avatar design research in the hospitality sector has been overlooked. This study addresses this gap, offering a guideline for crafting attractive and persuasive avatars.

中文翻译：

---

美丽即是美好：有吸引力的化身带来更健康的餐饮和满足感

目的

随着技术越来越多地融入餐饮业，虚拟形象服务器为促进更健康的饮食习惯提供了一条有前途的途径。本研究以光环效应理论和社会比较理论为基础，旨在深入研究虚拟形象的外表、幽默感和说服力对更健康的选择和客户满意度的影响。

设计/方法论/途径

本文包括三项实验研究。研究 1 操纵化身的外观（超模外观与普通外观）来检查其对感知吸引力、温暖度和相关性的影响。这些因素通过社会比较和渴望诉求的心理机制影响顾客满意度和健康食品选择。研究 2 和研究 3 分别通过评估外表与幽默（存在与缺席）和说服力（健康导向与美丽导向）之间的相互作用，进一步完善了这一理论模型。

发现

结果表明，类似超级名模的化身因其吸引力而引起更强烈的渴望吸引力和积极的社会比较，从而促进更健康的选择和客户满意度。此外，幽默调节了外表和吸引力之间的关系，而说服力调节了外表对社会比较和渴望吸引力的影响。

研究局限性/影响

这项研究将光环效应理论和社会比较理论联系起来，提供了丰富关于技术在酒店业中作用的学术论述的见解。

实际影响

研究结果为管理者、技术开发人员和健康倡导者提供了可行的见解。

原创性/价值

尽管其意义重大，但酒店行业的头像设计研究却被忽视了。这项研究解决了这一差距，为制作有吸引力且有说服力的化身提供了指导。