The Influence of Avatars on Online Consumer Shopping Behavior
| Autor: | Marcus M. Neumann, Chris Janiszewski, Martin Holzwarth |
|---|---|
| Rok vydání: | 2006 |
| Předmět: |
Marketing
Manufacturers' representative 05 social sciences Product involvement 050109 social psychology Advertising Retail sales 0502 economics and business 050211 marketing 0501 psychology and cognitive sciences Business Product (category theory) Business and International Management Positive attitude ComputingMethodologies_COMPUTERGRAPHICS Computer technology Avatar |
| Zdroj: | Journal of Marketing. 70:19-36 |
| ISSN: | 0022-2429 |
| DOI: | 10.1509/jmkg.70.4.19 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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