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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 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.
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Metadata
- Authors
- Holzwarth, M., Janiszewski, C., & Neumann, M. M.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2006-10
- Volume
- 70
- Issue
- 4
- Pages
- 19-36
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2163846111
- Cited by
- 810
- References
- 6
- FWCI
- 21.05
- Type
- journal article
- Language
- en
- Open access
- closed
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