Authors
Liz C Wang, Julie Baker, Judy A Wagner, Kirk Wakefield
Publication date
2007/7/1
Journal
Journal of marketing
Volume
71
Issue
3
Pages
143-157
Publisher
American Marketing Association
Description
Abstract Avatars are lifelike characters created by technology. Research suggests that
avatars can increase the persuasiveness of online sales channels. The authors investigate
how the social cues inherent in avatars influence consumers' affect and shopping value. In
Study 1, social cues induce perceptions of Web site socialness, leading to increased
pleasure and arousal, both of which positively influence flow, hedonic and utilitarian value,
and patronage intentions. Study 2 finds that social cue-induced arousal leads to increased ...
Total citations
2008200920102011201220132014
Scholar articles
LC Wang, J Baker, JA Wagner, K Wakefield - Journal of marketing, 2007