Title: The Influence of Avatars on Online Consumer Shopping Behavior
Abstract:An impediment to Web-based retail sales is the impersonal nature of Web-based shopping. A solution to this problem is to use an avatar to deliver product information. An avatar is a graphic representa...An impediment to Web-based retail sales is the impersonal nature of Web-based shopping. A solution to this problem is to use an avatar to deliver product information. An avatar is a graphic representation that can be animated by means of computer technology. Study 1 shows that using an avatar sales agent leads to more satisfaction with the retailer, a more positive attitude toward the product, and a greater purchase intention. Study 2 shows that an attractive avatar is a more effective sales agent at moderate levels of product involvement, but an expert avatar is a more effective sales agent at high levels of product involvement.Read More
Publication Year: 2006
Publication Date: 2006-10-01
Language: en
Type: article
Indexed In: ['crossref']
Access and Citation
Cited By Count: 330
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