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Avatars and online consumer shopping behavior
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 beanimated 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.
| Download Paper | |
| Full Title | The influence of avatars on online consumer shopping behavior |
| Year | 2006 |
| Language | English |
| Journal |
Journal of Marketing Theory and Practice
2006, number 4, volume 70 |
| Keywords | Avatars, Computer-Mediated Interaction, Persuasion Agents, human sales agents, Avatar-Mediated Interaction, electronic shopping agent |
| Synonym | Avatar |
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