The Effects of Avatar on Trust and Purchase Intention of Female Online Consumer: Consumer Knowledge as a Moderator

Abstract

can indeed increase customer trust in e-commerce. It also finds that different types of avatar elicit different types of customer trust. Customers have higher cognitive trust in the expert avatar than in the attractive one, and customers have higher emotional trust in the attractive avatar than in the expert avatar. It was also found that an avatar is effective for customers with either knowledge or low product knowledge, while the effect of the type of avatar on trust is stronger for customers with high product knowledge. The effect of emotional trust on purchase intention is stronger than that of cognitive trust. For cosmetic skin care products, attractiveness may be more important than expertise factors when designing the avatar for an online retailer, and an attractive avatar may be the reference point of consumer's ideal vision of herself.

Does Corporate Social Responsibility Affect Consumers’ Purchase Intention in Retailing Industry in Hong Kong?

“…There are various factors impact the offline purchase intention regarding the retailing industry. For example, customer trust has a positive effect on online purchase intention [8]. In addition, the study of [9] proves that the relationship between corporate social responsibility (CSR) and purchase intention is significantly positive.…”

“…Consumer trust towards the company plays a significant role in the transaction of the product. [8] point out that online consumer trust acts as an activator, for a long time, in order to fulfill the exchange relationships between buyer and seller. [8] make a further conclusion based on their analysis of statistical results that customer trust has a positive effect on online purchase intention.…”

“…[8] point out that online consumer trust acts as an activator, for a long time, in order to fulfill the exchange relationships between buyer and seller. [8] make a further conclusion based on their analysis of statistical results that customer trust has a positive effect on online purchase intention. Due to the fact that consumer trust highly and positively influences online purchase intention, whether consumer trust influences offline purchase intention or not is worthy to be discussed in this research.…”

How chatbots' social presence communication enhances consumer engagement: the mediating role of parasocial interaction and dialogue

“…Human-like avatars have been widely used as sales agents, company representatives and personal shopping assistants, on ecommerce websites and in virtual worlds (e.g. Lee et al, 2015). Through avatars, brands can directly interact with online consumers in an interpersonal manner to influence consumer response.…”

Potentials of AR technology for the digitalization of consultancy intensive sales processes on the example of furniture sales

“…To increase the customer's perceived expertise of the consultant, the consultant could be displayed as a 3D avatar using the AR HMD inside of the customer's local context, providing a "face-to-face" consultation although the consultant is not physically present. The avatar could be designed in a way that a majority of customers would perceive it as an attractive "expert" avatar, increasing their trust in, and perceived level of expertise of the consultant [22]. Alternatively, the customer could be offered to pick from a set of different avatars or to customize one themselves.…”