The addition of a virtual agent to a website: A discernible change in behavioral intentions and in the real behavior of the internet user
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TexteLangue : français Détails de publication : 2019.
Ressources en ligne : Abrégé : 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.
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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.
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