The objective of this paper was to examine the impact of avatars’ utilitarian and hedonic values on the different dimensions of e-service quality. The utilitarian value of the avatar impacts 9 of the 10 dimensions of e-service quality. The hedonic value impacts 5 of the 10 dimensions of e-service quality. Our results can also have immediate and direct implications for companies who want to improve a specific dimension of their website by the use of... Read more
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