Martin Holzwarth, Chris Janiszewski, and Marcus M. Neumann, (2006). The Influence of Avatars on Online Consumer Shopping Behavior. Journal of Marketing: Vol. 70, No. 4, pp. 19-36.
doi: 10.1509/jmkg.70.4.19

The Influence of Avatars on Online Consumer Shopping Behavior

Martin Holzwarth1,

1Consultant at Marketing Partner, MP Management Consultants GmbH, Wiesbaden, Germany.


Chris Janiszewski2,

2Jack Faricy Professor of Marketing, Warrington College of Business Administration, University of Florida.


Marcus M. Neumann3

3Doctoral student, Department of Business Administration and Marketing II, University of Mannheim.




Abstract

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.

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