Abstract

Avatars are often used in online stores to compensate for the absence of sales agents or spokespersons. Studies show that the effectiveness of the utilization of avatars in online stores depends on characteristics of avatars and on the context in which they are deployed. Unfortunately, most studies investigating the effectiveness of online store avatars have focused only on human-type avatars. Our study extends preliminary research and investigates how perceptions of avatar fit differ between different types of nonhuman avatars in the context of different online store types and how these perceptions influence purchase intention. Results from a between-subjects experiment with 149 participants show that the evaluation of fit between nonhuman-type avatar and online store depends on the type of offering in that store. Furthermore, perception of avatar fit positively impacts online store visitors’ purchase intention, and this effect is mediated by an increased perception of online store quality.

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The Perfect Match: Nonhuman-Type Avatar-Online Store Fit and Intention to Purchase

Avatars are often used in online stores to compensate for the absence of sales agents or spokespersons. Studies show that the effectiveness of the utilization of avatars in online stores depends on characteristics of avatars and on the context in which they are deployed. Unfortunately, most studies investigating the effectiveness of online store avatars have focused only on human-type avatars. Our study extends preliminary research and investigates how perceptions of avatar fit differ between different types of nonhuman avatars in the context of different online store types and how these perceptions influence purchase intention. Results from a between-subjects experiment with 149 participants show that the evaluation of fit between nonhuman-type avatar and online store depends on the type of offering in that store. Furthermore, perception of avatar fit positively impacts online store visitors’ purchase intention, and this effect is mediated by an increased perception of online store quality.