Pedagogical agents in learning videos: Which one is best for children?

An increasing number of MOOCs use learning videos featuring an instructor and slides, but there are few specific guidelines for the design of instructor images for these videos. A pedagogical agent (PA) is a kind of virtual instructor image in a learning video, and its image design is mostly guided by anthropomorphism. Our research attempts to introduce zoomorphism, which is the opposite of traditional anthropomorphism, into the image design of PA. This study tested the effects of two different types of PA images (i.e. anthropomorphic and zoomorphic) as well as a control condition of no PA image on learning from a learning video in a sample of 94 s-grade children. The children were randomly assigned to watch one of three learning videos on pandas. The ANOVA and Kruskal–Wallis tests showed that children who watched the zoomorphic PA image video obtained significantly higher retention, transfer, learning interest, and experience than children who watched the other two types of videos. Children self-reported more enjoyment in the zoomorphic PA image condition than in the no PA condition. Furthermore, the results of multiple regression analysis showed that children’s learning interest and experience positively predicted retention and transfer scores; boredom negatively predicted transfer scores. These findings highlight the positive effect of zoomorphism on PA image design, suggesting that zoomorphism holds great prospects in PA image development.