The Influence of Avatars on Online Consumer Shopping Behavior

作者：Martin Holzwarth, Chris Janiszewski, Marcus M. Neumann · 发表于：Journal of Marketing · 年份：2006 · DOI：10.1509/jmkg.70.4.019 · 被引用次数：445 · 研究领域：Media Influence and Health、Consumer Behavior in Brand Consumption and Identification、Virtual Reality Applications and Impacts

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.