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Article ReviewThe Influence of Avatars on Online Consumer
Shopping Behavior; Holzwarth, M., C. Janiszewski, et al. (2006)
Group Members:Alireza Khosroyar Grace Mundat Anak Augustine EmpieJunaidi MusaNurleen Bt A.fadzil
CMGB 6321 Electronic CommerceDr Shamshul Bahri
Significance of the Study
Theories Underpinning & Goal
Methodology & Procedure
Research Result
Conclusion & Discussion
Agenda
Significance of the Study
Background
The weakness of Web-based retail sales >>> Impersonal nature of web-based shopping.
Solution recommended >>> AVATAR
Significance of the Study
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
Significance of the Study
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)
Theories
To investigate the benefits of using avatar as company representatives on commercial websites
Research Goal
Methodology & Procedure
Study 1: explored the influence of avatars on consumer responses to Web-based merchandising.
Methodology
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
Methodology
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
Methodology
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
Avatar TypesHello,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……
Procedure
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 retailerPositive attitude towards the product More likely to buy
Research Results
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.
Research Results,cont’d….
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.
Research Results,cont’d….
Future researchers should explore whether recipient-personalised avatars are more adept at persuasion than generic, one size fits all avatar versions.
Research Results,cont’d….
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.
Conclusion & Discussion
Lack of reciprocal communicationSuggestion: Researchers could use website that have touch screen to allow reciprocal communication.
Conclusion & Discussion ,cont’d…
Thank YouQ&A Session