Agent Gender and Sex-Typed Social Influenceability in Online Communication

A computer-based online simulation is conducted where a computer agent with a contrived (male or female) gender identity interacts with consumers to guide their shopping for digital cameras. The results of an experiment show that when a female agent uses an aggressive sales tactic, the female agent suffers from a significant loss of her trustworthiness. However, the same sale aggressiveness demonstrated by a male agent does not negatively influence the subjects’ perceptions about the male agent’s competence and benevolence, nor is the subjects’ intention to trust the male agent negatively affected. Implications for effective gender-based salesmanship in e-marketing are discussed based on the experimental findings.


Eun-Ju Lee (2007) ,"Agent Gender and Sex-Typed Social Influenceability in Online Communication", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 664-668.


Eun-Ju Lee, College of Business Administration, Chung-Ang University, Seoul, Korea


NA - Advances in Consumer Research Volume 34 | 2007

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