1. The Influence of Avatars on Online Consumer
Shopping Behavior;
Holzwarth, M., C. Janiszewski, et al. (2006)
Group Members:
Alireza Khosroyar
Grace Mundat Anak Augustine Empie
Junaidi Musa
Nurleen Bt A.fadzil
CMGB 6321 Electronic Commerce
Dr Shamshul Bahri

2. Significance of the Study
Theories Underpinning & Goal
Methodology & Procedure
Research Result
Conclusion & Discussion

3. Significance of the Study

4. Background
 The weakness of Web-based retail sales >>> Impersonal nature of web-based shopping.
 Solution recommended >>> AVATAR

5. Significance
 The study of The Influence of Avatars on online consumer shopping behavior can be a
reference for businesses to have an effective Web-based retail.
 The study provide an idea of the relationship between:
 Study 1: influence of avatars on consumer responses to Web-based merchandising or purchase intention. Key
manipulation: whether customer was led to believe impersonal software program OR AVATAR
 Study 2 : influence of avatar attractiveness and avatar expertise on persuasion at different level of involvement
with the product.
 Investigate the benefits of using avatars as company representatives on commercial Web site.
General output : Avatars positively affect the online shopping experience.
: Making the Avatar more attractive was effective across all levels of
involvement

6. Theories Underpinning & Goal

7.  Absence of pleasurable experiences, social
interaction, and personal consultation by a
company representative (Barlow, Siddiqui, and Mannion 2004; G&J
Electronic Media Services 2001)
 Improving the Internet shopping experiences
should improve the conversion rate of
potential buyers (Childers et al. 2001)
 Use “avatars” to increasing the entertainment
value, information value, and customer
satisfaction of Web-based shopping
experiences (Barlow, Siddiqui, and Mannion 2004; Redmond 2002)

8.  To investigate the benefits of using avatar as
company representatives on commercial
websites

9. Methodology & Procedure

10.  Study 1: explored the influence of avatars on consumer responses to
Web-based merchandising.
 Hypothesis:
H1: Avatar effects on satisfaction, attitude, and purchase intention.
H2 : Avatar effects on perception of the Web site.
(the perceived entertainment value and the perceived information value of a Web site)
H3: perception of the Web site mediate the positive influence of an Avatar on satisfaction,
attitude, and purchase intention
H1H2H3 H3

11.  Study 2 : influence of avatar attractiveness and avatar
expertise on persuasion at different level of involvement with
the product
 Hypothesis:
 H4:The influence of avatar attractiveness on
persuasion is a log function of increasing
involvement, whereas the influence of avatar
expertise on persuasion is a linear function of
increasing involvement.
◦ H4a: An attractive avatar will be more
persuasive than an expert avatar at
moderate levels of involvement.
◦ H4b: An expert avatar will be more
persuasive than an attractive avatar at high
levels of involvement.

12.  Study 2 : influence of avatar attractiveness and avatar
expertise on persuasion at different level of involvement with
the product
 Hypothesis:
◦ H5a: The likeability of the avatar mediates the persuasiveness of an attractive avatar
relative to an unattractive avatar.
◦ H5b: The perceived credibility of the avatar mediates the persuasiveness of an expert
avatar relative to a nonexpert avatar.
H5a
H5
H5b

13.  Attractive avatar condition : younger, thinner, and more athletic
 Expert avatar condition : appear older and nonathletic, and they wore
eyeglasses.
 No-avatar control. The no-avatar control condition did not contain an avatar
Hello,
my name is Kim (Tom). I have
recently been employed as a
shoe consultant. I have
already gained preliminary
knowledge about ….
Hello, my name is Dr.
Anne Schneider. I have
been a podiatrist for over
10 years and I would like
to……

14. Study 1 Study 2
participants German
shopper
German
shopper
Sample size 400 596
Man 55 % 48,2 %
woman 45 % 51.8 %
Age 17-74 14-80
Median age 24 28
college
graduates
66 % 74%
recording demographic information
Asking four questions about using of
sales associates when shopping
Introduction to the experiment
Different condition :
Attractive avatar , Expert avatar ,No-avatar control
Responding to a series of questions

15. Research Results

16.  Study #1 show that by adding avatar to Web-
based information resulted to:
Customer satisfaction with the retailer
Positive attitude towards the product
More likely to buy

17.  Avatar have the potential to full fills the
customer desire for more interpersonal
shopping experiences.
 Therefore, the information provided on the
website should be perceived as more
credible, shopping experience should be
more enjoyable and this can motivate people
to purchase online.

18.  Study #2 show that when the attractiveness
or expertise of the avatar was manipulated,
avatar is perceived as more persuasive for
certain shoppers.
 When avatar made more expert, it was
effective only at high level of involvement.
Expert avatar also perceived as more
credential than attractive avatar, thus able to
influence the decision to buy.

19.  Future researchers should explore whether
recipient-personalised avatars are more
adept at persuasion than generic, one size
fits all avatar versions.

20. Conclusion & Discussion

21.  Study did not collect sales response data.
Suggestion: Compare at least 2 website that
shows the relationship between avatar usage
and the sales trend.
 Single product category that required
consultation from sales person.
Suggestion: Customer nowadays become
more knowledgeable. Simpler product and
simpler process may not require consultation.
Hence product diversify is crucial in the
study.

22.  Lack of reciprocal communication
Suggestion: Researchers could use website
that have touch screen to allow reciprocal
communication.

23. Q&A Session