The metaverse wave is sweeping across the world. Virtual shopping promises a bright future and has the potential to provide customers with an immersive and realistic shopping experience anytime and anywhere. Salesavatars are critical in customer trust development in virtual shopping in the metaverse by directly interacting with customers. Considering the virtual characteristics of the metaverse and the anonymity of salesavatars, this research investigates the effect of salesavatars' genders and ages on customers' trust in the metaverse through the lens of first impression formation. Two dimensions of facial first impression, perceived facial trustworthiness and perceived facial dominance, will be studied in this research. Online experiments will be employed in this research. Our findings will extend the boundary of existing theories to the virtual worlds and provide suggestions on salesavatars' appearance designs in virtual shopping scenarios.
Liu, Yuxin and Siau, Keng Leng, "Marketing in Metaverse: Sales-Avatar Visual Features on Customer Trust" (2023). PACIS 2023 Proceedings. 174.
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