Researches Suggest Avatars (Virtual Characters) Can Increase The Persuasiveness of Online Retail Websites
Despite online retailers' growing use of self-service formats, many consumers still want to receive personal attention from human representatives. Studies conducted by four prominent professors in the field of Marketing, and published in July’s AMA Journal, suggest that using avatars (virtual characters) on a retail website enhances consumers' online experiences and subsequently increase their buying intentions.
The studies state that websites possessing more humanlike characteristics such as voice, social role and interactivity are perceived as being more social than a website that uses only text and demand more activities from customers.
According to the researches, what consumers value in any shopping experience, whether it is a bricks-and-mortar or an online experience includes both functional and pleasurable benefits. Consumers who are interested in functional value are concerned with making purchases in an efficient and timely manner to achieve their goals. Conversely, pleasurable value focuses on fun and playfulness of the experience. A strong social cue on a website, as in the form of virtual character, positively affects both values by increasing the pleasure and arousal level of customers.
Researchers conducted a test to prove this. Participants were asked to interact with either the high-social or low-social site and complete surveys to measure the sites on aspects of socialness and indicate their feelings and intent to purchase.
|
Travel Website A
(high social cues) |
Travel Website B
(low social cues) |
| Users greeted by a virtual tour guide possessing professional appearance, female voice and a higher level of interactivity such as asking questions |
Written Text Only |
Result:
- Participants gave higher socialness ratings to Website A
- Participants showed more positive feelings in pleasure and efficiency with website A
- Participants indicated greater intention to purchase with Website A
These studies show that using social cues on web sites gives a perception of a human connection and enhances customers’ online experiences. This study supports and justifies the investment in interactive web technologies, such as virtual characters. These social tools can increase the emotional bonds between a consumer and a company, leading to greater purchase intentions and a valuable competitive advantage.
Click here to read the full study published in AMA Journal |
