Relationships With a Byte? Attraction, Interaction and Intention For Avatar Use on a Retail Website

Little information exists on the relationship between avatar attractiveness and other evaluations over repeated interactions with the avatar. We report on a two-year longitudinal study of avatar attractiveness effects on ratings of friendliness, social competence, parasocial interaction, trust and intentions. The results indicate a persistent advantage of attractiveness for ratings of sociability, similarity and relationship quality over time but this is not reflected in the influence of attractiveness on trust or usage intentions. Higher perceived attractiveness may offset the effects of negative evaluations of behavior on decisions to discontinue use.



Citation:

Kathleen A. Keeling and Peter J. McGoldrick (2008) ,"Relationships With a Byte? Attraction, Interaction and Intention For Avatar Use on a Retail Website", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 84-89.

Authors

Kathleen A. Keeling, University of Manchester, UK
Peter J. McGoldrick, University of Manchester, UK



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice

Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA

Read More

Featured

G13. Odor Priming and Product Preferences: When Smells Regulate Preferences for Semantically-Congruent Products and Brands

Ramona De Luca, EAESP-FGV
Delane Botelho, EAESP-FGV

Read More

Featured

When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?

Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.