Advertisement
Published in:
2015 | OriginalPaper | Chapter
Source Effects in Online Sales Situations: The Role of Avatar-Buyer (DIS)Similarity
Authors : Iryna Pentina, David Taylor, Ainsworth Bailey, Lilly Ye
Published in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
Publisher: Springer International Publishing
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
This exploratory study investigates the role of a virtual salesperson’s (dis)similarity to an online buyer in enhancing web site sales outcomes. Our findings show that under low involvement purchase conditions, avatar’s dissimilarity to the buyer positively affects buying intentions, possibly through positive emotions due to the opposite gender attractiveness. Under high involvement conditions, avatar’s dissimilarity increases buyer cognitive effort, so that stronger sales arguments lead to higher purchase intentions, while weaker arguments lead to lower purchase intentions.