Visual Style of Embodied Virtual Sales Agents

View Sample PDF

Author(s): Su-Mae Tan (Multimedia University, Malaysia), Tze Wei Liew (Multimedia University, Malaysia), Chin Lay Gan (Multimedia University, Malaysia)and Wee Ming Wong (Multimedia University, Malaysia)
Copyright: 2021
Volume: 17
Issue: 1
Pages: 13
Source title: International Journal of Technology and Human Interaction (IJTHI)
Editor(s)-in-Chief: Anabela Mesquita (ISCAP/IPP and Algoritmi Centre, University of Minho, Portugal)and Chia-Wen Tsai (Ming Chuan University, Taiwan)
DOI: 10.4018/IJTHI.2021010101

Keywords: Human Aspects of Technology / Information Science Reference / Social Sciences & Humanities

Purchase

View Visual Style of Embodied Virtual Sales Agents on the publisher's website for pricing and purchasing information.

Abstract

The present study explored the effects of naturalism-stylization visual style of embodied virtual agents in an e-commerce website. An experiment was conducted in which participants (n=110) were paired with either the naturalistic or stylized agent that simulated the roles of a virtual sales assistant. It was shown that stylized agent produced significantly higher social perceptions of agent, perceived website social presence, perceived website social support than naturalistic agent. Moreover, stylized agent evoked significantly higher sense of website trust and lower perceived website financial risk from participants as compared to naturalistic agent. Further, the effects of visual style of agent on perceived website social presence was fully mediated by social perceptions of agent whereas the effects of visual style of agent on perceived website social support was partially mediated by perceived website social presence. Theoretical and practical implications of these findings are discussed in this paper.

The IRMA Community

Research IRM

Visual Style of Embodied Virtual Sales Agents

Purchase

Abstract

Related Content

IRMA Sponsors