Giving an “e-human touch” to e-tailing: The moderating roles of static information quantity and consumption motive in the effectiveness of an anthropomorphic information agent

Abstract

This study examines the impact of having an anthropomorphic information agent (a humanlike chatbot that acts as an interactive online information provider) in an online store on consumers’ attitude toward the Web site, product, and their purchase intentions. Using consumer experiments, we show that the impact of the anthropomorphic information agent is moderated by the amount of static product information available on the Web site and the consumer's consumption motive at the time of visiting the Web site. Our results indicate that the anthropomorphic information agent has a positive effect when static product information on the Web site is limited. Furthermore, we show that when detailed product information is readily available on the Web site, the anthropomorphic information agent can prove detrimental when the consumer has a utilitarian consumption motive.

Online complaining

“…Echoing Goodwin and Ross (1992), the level of inequity is positively associated a task-related orientation to resolve it. In line with previous research (Shiv and Fedorikhin, 1999;Isbell and Wyer, 1999;Sivaramakrishnan et al, 2007) this task-related or utilitarian orientation is positively with information processing along the central route.…”

“…In line with novelty seekers' emphasis on entertainment and emotional attraction, we assume that with regard to online complaining a hedonic consumption value applies (Rodgers et al, 2005). Thus, in line with Sivaramakrishnan et al, 2007) inherent novelty seekers follow a peripheral route in their attitude development towards online complaining.…”

“…Thus, following Sivaramakrishnan et al (2007) and Shiv and Fedorikhin (1999), we hypothesize that consumers with a high need for social interaction will use the central route in developing an attitude towards online complaining.…”

Keep the Social in Social Media: The Role of Social Interaction in Avatar-Based Virtual Shopping

“…For example, Holzwarth, Janiszewski, and Neumann (2006) found that the perception of social presence generated by an avatar on a shopping website leads to a more positive brand attitude, higher satisfaction with the retailer, and greater shopping intention. Prior research has suggested that social presence is also enhanced by anthropomorphic agents, such as virtual salespeople (e.g., Nowak and Biocca 2003;Sivaramakrishnan, Wan, and Tang 2007). Consumers experience a greater social presence when they perceive an avatar as a digital representation of another human being than as a computer-controlled agent (Guadagno et al 2007).…”

The Influence of Regulatory Fit and Interactivity on Brand Satisfaction and Trust in E-Health Marketing Inside 3D Virtual Worlds (Second Life)

“…6,9 Interactive marketers are increasingly leveraging avatars as sophisticated artificial intelligence programs that interact with consumers in real time. 12,13 Avatars can be employed as a useful apparatus for promoting e-health marketing. [14][15][16][17] In the e-health domain, virtual avatars are e-health advisors, [14][15][16][17][18] web-based healthcare agents, 19 medical document readers for patients with low health literacy, 20 and more.…”