Improving Consumer Performance and Perceived Service Quality in a New Type of Commercial Environment in 3D, Thanks to Embodied Virtual Sales Agents
Ben Mimoun Mohamed Slim, Garnier Marion, Poncin Ingrid · IGI Global eBooks · 2013
Considering the development of interactive and rich media technologies on the Internet, the present research sets up the link between a 3D commercial website and embodied virtual agents. Thanks to an experiment on a 3D commercial website, the impact of a virtual salesperson is observed on consumer performance (effectiveness in product retrieving), immersion, and satisfaction. Results highlight the immersive capacity of such a commercial environment, the positive contribution of a virtual salesperson on consumer performance and the interest in a virtual salesperson’s help with online purchases. Theoretical and managerial implications are developed and discussed.