The Influence of Avatars on Online Consumer Shopping Behavior
研究发现，使用虚拟形象销售代理能提升消费者对零售商的满意度、产品态度和购买意愿；且虚拟形象的吸引力与专业性在不同产品涉入度下效果不同。
An impediment to Web-based retail sales is the impersonal nature of Web-based shopping. A solution to this problem is to use an avatar to deliver product information. An avatar is a graphic representation that can be animated by means of computer technology. Study 1 shows that using an avatar sales agent leads to more satisfaction with the retailer, a more positive attitude toward the product, and a greater purchase intention. Study 2 shows that an attractive avatar is a more effective sales agent at moderate levels of product involvement, but an expert avatar is a more effective sales agent at high levels of product involvement.