The effect of multimodality on customers' decision-making and experiencing: A comparative study

Abstract

The primary objective of this article is to present the findings of an experimental study on the use of a human-like “naturalistic” avatar (of both genders) for information presentations. The primary goal is to investigate how users' frame of mind, purchasing behavior, and satisfaction are affected by being presented with information by a naturalistic avatar that lacks expressive capabilities. Two different types of information presentations were developed and empirically tested on 48 participants, namely: (i) two dimensional static graphical and textual information presentation and (ii) non-expressive naturalistic avatar. For this comparative research study, a simplified version of the user experience model that was used in our earlier research (the EUX-DM) was selected to serve as the measurement model. Participants' perceived values of the measured qualities were found to be independent of both their own and the naturalistic avatar's gender, and the non-expressive avatar had a positive effect and a stronger encouragement on participants' intention to purchase, usage attitude, and satisfaction than other types of information presentations.

Beyond the pixelated mirror: Understanding avatar identity and its impact on in-game advertising and consumer behavior

“…The customization of these avatars has proven to be a critical factor in user behavior, as it influences identification and emotional connection. A study underscored the importance of customization, with a striking 92% of people reporting that it is crucial when creating their virtual selves, prioritizing features like facial attributes over attire [32]. This notion of separate selves and thus separate consumer behaviors has established itself in other areas of consumer behavior such as gift card use [33] and even how brands relate and identify with different aspects of their consumers [34].…”

“…Users tend to express different facets of their identities by choosing particular virtual possessions, a behavior that can have implications for their interactions and transactions within the virtual environment [40]. The impact of avatars extends to user satisfaction and intention to purchase, as shown in a study where non-expressive naturalistic avatars led to more positive outcomes than their expressive counterparts [32]. In immersive virtual reality, the facial resemblance of an avatar to the user significantly enhances the sense of presence and embodiment [41].…”

“…Research suggests that information presented by a naturalistic avatar, one which players can identify with even if it lacks expressive capabilities, can have a stronger impact on user satisfaction and purchase intentions than traditional static graphical presentations [32]. This phenomenon is not just confined to in-game experiences but extends into broader virtual environments such as the metaverse, where avatars are the main medium for brand interaction and customer engagement.…”

Exploring the effects of virtual annotation background display mode and transparency through a 360-degree panorama approach to online shopping

“…It is well known that finding the right product is a challenging task for consumers due to the increasing number of online retailers and the diversity of products available online (Fang et al, 2021). Product information has been shown to influence users' shopping behavior and experience (Alsokkar et al, 2023). For example, when the online shopping process generates high fluency in the user's information processing, it facilitates the user's selection, evaluation, and purchase decision of the processed information (Alter and Oppenheimer, 2006).…”

“…, 2021). Product information has been shown to influence users' shopping behavior and experience (Alsokkar et al. , 2023).…”