Convenience Orientation

Gottschalk, Petter

doi:10.1007/978-3-030-37990-2_1

Cited by 1 publication

(1 citation statement)

References 44 publications

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“…Convenience: There is evidence increasing that convenience is a central element for customers when encountering service. Previous studies related to convenience have long been concerned with consumer expenditure of time and effort (e.g., Gottschalk, 2020). Providing smart technologies conveys convenient and instant digitalized services to meet brand consumers' expectations of high technology (Choi et al, 2020).…”

Section: N Gmentioning

confidence: 99%

Strengthening consumer–brand relationships through avatars

Elsharnouby

Jayawardhena

Liu

et al. 2022

JRIM

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PurposeAvatars have become increasingly prevalent on brand websites, yet their impact on consumers' use of these sites remains underexplored. The current study focuses on avatars, which are three-dimensional animated graphical web interfaces that verbally aid the brand stakeholders (e.g. customers, employees and suppliers). Avatars provide administrative and technical information through the brand website. Drawing upon the stimuli–organism–response (S-O-R) paradigm, this research examines the impact of avatars as an information provision and interacting tool (vs a traditional format) on consumers' perceptions, attitudes and behaviors toward a brand. It also investigates the roles of familiarity with avatar use and the language used by an avatar in shaping consumers' responses.Design/methodology/approachAcross two laboratory experiments, the authors examined and confirmed causal relationships between the use of avatars (vs a traditional format) on a website and attitudinal and behavioral constructs.FindingsWe show that avatars (vs written information) had a significant effect on controlling information. The users in our experiments had greater control over the information provided when it was presented as text on a website compared to the case of avatars “telling” the information. Different languages and familiarity with avatar use also affected the consumers' hedonism in terms of website use.Originality/valueWe advance the understanding of avatar use in website design, particularly avatars' verbal interaction, in shaping consumers' cognitive, affective, attitudinal and behavioral responses and add important empirical evidence to the growing body of research and practices involving avatar use in interactive marketing.

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Section: N Gmentioning

confidence: 99%