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Anthropomorphic Characters as Communication Agents in Mobile Banking:

Tseng-Ping Chiu; Guo-Ruei Huang

Maketingu Janaru, Vol. 46 No. 4 · 2026 · Jepang · DOAJ

This research examines how anthropomorphic characters can function as communication agents in mobile banking interfaces. Study 1 surveyed 485 users across Generations X, Y, and Z to compare their expected and actual mobile banking experiences. The results revealed substantial expectation gaps in…