Influence of Avatars on Online Consumer Shopping Behavior
Upcoming SlideShare
Loading in...5
×
 

Influence of Avatars on Online Consumer Shopping Behavior

on

  • 704 views

 

Statistics

Views

Total Views
704
Views on SlideShare
704
Embed Views
0

Actions

Likes
1
Downloads
14
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Influence of Avatars on Online Consumer Shopping Behavior Influence of Avatars on Online Consumer Shopping Behavior Presentation Transcript

  • The Influence of Avatars on Online Consumer Shopping Behavior; Holzwarth, M., C. Janiszewski, et al. (2006) Group Members: Alireza Khosroyar Grace Mundat Anak Augustine Empie Junaidi Musa Nurleen Bt A.fadzil CMGB 6321 Electronic Commerce Dr Shamshul Bahri
  • Significance of the Study Theories Underpinning & Goal Methodology & Procedure Research Result Conclusion & Discussion
  • Significance of the Study View slide
  • Background  The weakness of Web-based retail sales >>> Impersonal nature of web-based shopping.  Solution recommended >>> AVATAR View slide
  • Significance  The study of The Influence of Avatars on online consumer shopping behavior can be a reference for businesses to have an effective Web-based retail.  The study provide an idea of the relationship between:  Study 1: influence of avatars on consumer responses to Web-based merchandising or purchase intention. Key manipulation: whether customer was led to believe impersonal software program OR AVATAR  Study 2 : influence of avatar attractiveness and avatar expertise on persuasion at different level of involvement with the product.  Investigate the benefits of using avatars as company representatives on commercial Web site. General output : Avatars positively affect the online shopping experience. : Making the Avatar more attractive was effective across all levels of involvement
  • Theories Underpinning & Goal
  •  Absence of pleasurable experiences, social interaction, and personal consultation by a company representative (Barlow, Siddiqui, and Mannion 2004; G&J Electronic Media Services 2001)  Improving the Internet shopping experiences should improve the conversion rate of potential buyers (Childers et al. 2001)  Use “avatars” to increasing the entertainment value, information value, and customer satisfaction of Web-based shopping experiences (Barlow, Siddiqui, and Mannion 2004; Redmond 2002)
  •  To investigate the benefits of using avatar as company representatives on commercial websites
  • Methodology & Procedure
  •  Study 1: explored the influence of avatars on consumer responses to Web-based merchandising.  Hypothesis: H1: Avatar effects on satisfaction, attitude, and purchase intention. H2 : Avatar effects on perception of the Web site. (the perceived entertainment value and the perceived information value of a Web site) H3: perception of the Web site mediate the positive influence of an Avatar on satisfaction, attitude, and purchase intention H1H2H3 H3
  •  Study 2 : influence of avatar attractiveness and avatar expertise on persuasion at different level of involvement with the product  Hypothesis:  H4:The influence of avatar attractiveness on persuasion is a log function of increasing involvement, whereas the influence of avatar expertise on persuasion is a linear function of increasing involvement. ◦ H4a: An attractive avatar will be more persuasive than an expert avatar at moderate levels of involvement. ◦ H4b: An expert avatar will be more persuasive than an attractive avatar at high levels of involvement.
  •  Study 2 : influence of avatar attractiveness and avatar expertise on persuasion at different level of involvement with the product  Hypothesis: ◦ H5a: The likeability of the avatar mediates the persuasiveness of an attractive avatar relative to an unattractive avatar. ◦ H5b: The perceived credibility of the avatar mediates the persuasiveness of an expert avatar relative to a nonexpert avatar. H5a H5 H5b
  •  Attractive avatar condition : younger, thinner, and more athletic  Expert avatar condition : appear older and nonathletic, and they wore eyeglasses.  No-avatar control. The no-avatar control condition did not contain an avatar Hello, my name is Kim (Tom). I have recently been employed as a shoe consultant. I have already gained preliminary knowledge about …. Hello, my name is Dr. Anne Schneider. I have been a podiatrist for over 10 years and I would like to……
  • Study 1 Study 2 participants German shopper German shopper Sample size 400 596 Man 55 % 48,2 % woman 45 % 51.8 % Age 17-74 14-80 Median age 24 28 college graduates 66 % 74% recording demographic information Asking four questions about using of sales associates when shopping Introduction to the experiment Different condition : Attractive avatar , Expert avatar ,No-avatar control Responding to a series of questions
  • Research Results
  •  Study #1 show that by adding avatar to Web- based information resulted to: Customer satisfaction with the retailer Positive attitude towards the product More likely to buy
  •  Avatar have the potential to full fills the customer desire for more interpersonal shopping experiences.  Therefore, the information provided on the website should be perceived as more credible, shopping experience should be more enjoyable and this can motivate people to purchase online.
  •  Study #2 show that when the attractiveness or expertise of the avatar was manipulated, avatar is perceived as more persuasive for certain shoppers.  When avatar made more expert, it was effective only at high level of involvement. Expert avatar also perceived as more credential than attractive avatar, thus able to influence the decision to buy.
  •  Future researchers should explore whether recipient-personalised avatars are more adept at persuasion than generic, one size fits all avatar versions.
  • Conclusion & Discussion
  •  Study did not collect sales response data. Suggestion: Compare at least 2 website that shows the relationship between avatar usage and the sales trend.  Single product category that required consultation from sales person. Suggestion: Customer nowadays become more knowledgeable. Simpler product and simpler process may not require consultation. Hence product diversify is crucial in the study.
  •  Lack of reciprocal communication Suggestion: Researchers could use website that have touch screen to allow reciprocal communication.
  • Q&A Session