Kazunori Terada
Seiji Yamada
ABSTRACT
Although product recommendation virtual agents (PRVAs) are used in a large number of online shopping websites, the optimal types of agents in this context remain unclear. In the present study, we tested whether agent appearance affects people's buying motivations and analyzed the key factors in persuading people to buy products. The experimental results confirmed that recommendation effects vary according to agent appearance. Furthermore, we obtained a partial order ranking of the agent types, representing the effectiveness of their recommendations. The factor analysis results indicated that the perceptions of familiarity and intelligence in relation to appearance are the key factors in persuading people to buy products.
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Index Terms
- Effects of Agent Appearance on Customer Buying Motivations on Online Shopping Sites
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