The Influence of Avatars on Online Consumer Shopping Behavior

Holzwarth, Martin ; Janiszewski, Chris ; Neumann, Marcus M.

Document Type: Article
Year of publication: 2006
The title of a journal, publication series: Journal of Marketing : JM
Volume: 70
Issue number: 4
Page range: 19-36
Place of publication: Thousand Oaks, CA
Publishing house: Sage Publishing
ISSN: 0022-2429 , 1547-7185
Publication language: English
Institution: Business School > ABWL u. Marketing II (Bauer 1993-, Em)
Subject: 330 Economics
Subject headings (SWD): Electronic Commerce
Abstract: One impediment to Web-based retail sales is the impersonal nature of Web-based shopping. One solution to the impersonal nature of Web-shopping 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.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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