Can Virtual Customer Service Agents Improve Consumers' Online Experiences?: The Role of Hedonic Dimensions

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Author(s): Ana Maria Soares (School of Economics and Management, University of Minho, Portugal), José Carlos Pinho (University of Minho, Portugal), Teresa Heath (University of Minho, Portugal)and António Alves (University of Minho, Portugal)
Copyright: 2020
Pages: 21
Source title: Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior
Source Author(s)/Editor(s): Ana Maria Soares (School of Economics and Management, University of Minho, Portugal)and Maher Georges Elmashhara (School of Economics and Management, University of Minho, Portugal)
DOI: 10.4018/978-1-7998-2220-2.ch007

Keywords: Business Science Reference / Consumer Behavior / Knowledge Management and Library Science / Marketing

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Abstract

This chapter focuses on the navigation experience in ecommerce. The authors address the impact of a number of hedonic dimensions, specifically perceived visual attractiveness, perceived enjoyment, and sociability, in consumers' online experiences. They develop and test a research model explaining how these factors affect trust, satisfaction, and ultimately, website loyalty. Findings from a survey carried out with 132 users of an airline's website, which displays a virtual customer service agent, support the model proposed. Specifically, results confirm that enriching consumers' sensory experiences online through aesthetics, an enjoyable experience, and a social interaction interface positively affects trust, satisfaction, and subsequently, loyalty.

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Can Virtual Customer Service Agents Improve Consumers' Online Experiences?: The Role of Hedonic Dimensions

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