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Title:
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EVALUATING EFFECTS OF VISUAL APPEARANCE OF VIRTUAL HUMANS IN E-COMMERCE |
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Author(s):
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Rainer Blum, Malcolm Clarke |
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ISBN:
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978-972-8939-52-6 |
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Editors:
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Katherine Blashki |
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Year:
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2011 |
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Edition:
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Single |
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Keywords:
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e-commerce, avatar design, consumer behavior, user requirements, experiment design |
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Type:
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Short Paper |
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First Page:
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365 |
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Last Page:
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368 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Customized avatars as imitations of individual, real customers constitute a promising concept for personalized product marketing in Internet retail. But, consolidated knowledge about effective visual design strategies of these surrogates to positively influence consumer behavior is still lacking. This work-in-progress paper presents and discusses an experimental study targeted at this gap. It focuses especially on the composition of suitable outcome measures, covering central consumer behavior-related reactions and attitudes and takes the experiential versus utilitarian characteristics of this marketing concept into account. |
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