The addition of a virtual agent to a website: A discernible change in behavioral intentions and in the real behavior of the internet user

L’intégration d’un agent virtuel à un site Internet: une modification sensible des intentions comportementales et du comportement réel de l’internaute

Jean-François Notebaert ()
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Jean-François Notebaert: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: Today, animated virtual agents are commonly used on the web. They are an interface favoring interaction between a company and internet users. With a first quantitative survey, this article will seek to define whether adding a virtual agent to a website positively impacts consumers' confidence, satisfaction, and behavioral intentions. A second quantitative survey will then help analyze web users' real behavior and the virtual agent's influence over the time spent on a website and the cross-channel marketing strategy. To conclude, it will offer theoretical and management input regarding the use of virtual agents.

Date: 2019
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Published in Revue management & avenir, 2019, 110 (4), pp.59-78. ⟨10.3917/mav.110.0059⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02276389

DOI: 10.3917/mav.110.0059

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