Institute of Business and Management
|關鍵字:||虛擬代言人;自我指涉;與產品的連結;平衡理論;Avatar;Self-Reference;Linkage with Products;Balance Theory|
Web-based retailers may adopt avatars to deliver rich product information. An avatar is a graphic representation that is animated by computer graphic technology. According to the literature, we design 2 types of avatar (expert and attractive role) in this study. Experimental design and online survey are used to test the hypotheses. In total, 1,137 questionnaires were collected and valid. The research result is as follows: both the link between the avatar and the product and self-referential message increase the extent of the positive attitude of the consumer to products. On the condition that consumer has negative attitude toward the product and has positive attitude toward the avatar. An internet corporate can change the consumers' attitude toward the product from negative to positive by the methods of the self-referential message, the link between the avatar and the product, and expert type of avatar on the consumer's high involvement condition. However, on the condition that consumer has positive attitude toward product and has negative attitude toward the avatar, an internet corporate can only lessen the consumer's negative attitude toward the avatar, and fail to change the consumers' attitude toward avatar from negative to positive by above methods. In the case of consumer involvement in high, the avatar's role of the expert can increase more consumers' positive attitude toward the avatar and the product than the avatar's role of the attractive. In the case of consumer involvement in low, avatar's role, whether expert or attract type, there is no significant difference in impact on consumer attitudes. This article concludes practical implications and applications finally.
Journal of Management and Systems