A valued agent: How ECAs affect website customers' satisfaction and behaviors
Mohammed Slim Ben Mimoun and
Journal of Retailing and Consumer Services, 2015, vol. 26, issue C, 70-82
Building on literature related to selling and embodied conversational agents (ECA), this research seeks to determine how the use of an ECA might improve usersâ€™ perceptions of shopping value (hedonic and utilitarian) and the consequences for their purchase intentions and satisfaction with the website. This analysis focuses specifically on three ECA usage consequences: playfulness, decision quality, and social presence. Hedonic value mediates the effects of playfulness and social presence on satisfaction and behavioral intentions; utilitarian shopping value mediates the effects of decision quality. The results highlight the importance of accounting for both utilitarian and hedonic features to understand ECA outputs in e-commerce sites.
Keywords: Virtual agent; ECA; Shopping value; PLS (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:26:y:2015:i:c:p:70-82
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