The Influence of Avatars on Online Consumer Shopping Behavior
Welcome to the Journal of Marketing Blog!
In the October 2006 issue of JM, Martin Holzwarth, Chris Janiszewski, and Marcus Neumann present fascinating insights about the potential influence of avatars on consumers' online shopping behavior.
They assert that avatars (virtual characters, whose graphic representations are personified by computer technology) may contribute an interpersonal dimension to the usually impersonal Web shopping experience. In the process, avatars may also make shopping more enjoyable for consumers.
An avatar, for example, could be presented as a company representative. In Study 1, Holzwarth, Janiszewksi, and Neumann suggest that an avatar sales agent generates numerous desirable marketing outcomes. In Study 2, they indicate that an attractive avatar is appropriate at moderate levels of product involvement, while an expert avatar is effective at high levels of product involvement.
In my view, this interesting study stimulates several questions for future research. For example, given the increasing trend toward personalization/customization, consumers may prefer personalized versions of avatars. Indeed, in a recent cover story in BusinessWeek, Rob Hof characterizes avatars in the online game Second Life as humanlike virtual beings created by game players. He further states that avatars can be modified in such detail (different hair, eyes, body type, even clothes) that each one is unique, sometimes bizarre. You see the game from the perspective of your avatar. In addition to formally comparing the effectiveness of a Web site with an avatar with that of a Web site without an avatar (as Holzwarth, Janiszewksi, and Neumann suggest), future researchers should explore whether recipient-personalized avatars are more adept at persuasion than generic, one-size-fits-all avatar versions.
I encourage all JM readers to contribute to this blog discussion.
By Siva K. Balasubramanian, Journal of Marketing Web Site Editor
Comments
It appears to me that there is some parallel with endorser credibility and attractiveness. For instance, at moderate and low product involvement levels, attractive endorsers may create interest in the ad (like peripheral route to persuasion); at high involvement levels expert endorsers may create interest in the ad (central route to persuasion)
Posted by: Hemant Patwardhan | October 5, 2006 10:11 PM
I think that this article will be cited regulary as avatar use and virtual reality components become increasingly common areas of inquiry.
In the June HBR, there was an article on avatar-based marketing which is basically the flipside of this: Instead of the company having the avatar, the consumer has the avatar. On one blog (http://www.secretlair.com/index.php?/clickableculture/entry/harvard_business_review_on_avatar_based_marketing/), someone complained that the article lacked a great amount of detail and that was a shame because "This may be the only chance that Avatars & Virtual Worlds has with this audience...."
I think that this article is proof that rather than the HBR article being a single shot, that many perspectives on virtual representations of consumers and/or companies can be studied and that the flood gates are just about to open.
Posted by: Rob Boostrom | October 19, 2006 1:28 AM
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Posted by: Brucet | March 30, 2007 1:02 AM
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Posted by: Kathy | March 30, 2007 5:57 PM
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Posted by: mike18 | April 1, 2007 3:44 PM
While your article includes images of the avatars from study 1, it does not include the avatars from study 2 in which you increased the attractive avatar's appearance. By chance, is this available anywhere?
Also, your literature review was very informative. Thank you.
Posted by: Lauren | April 29, 2007 2:18 AM
This article makes sense. "One's first step in wisdom is to question everything - and one's last is to come to terms with everything."
Posted by: Isabelle Manzer | June 14, 2007 11:04 AM
Good work!
Posted by: elrlbrj | July 19, 2007 10:34 AM
Many thanks! An excellent site! I like reading this.
Posted by: Juliana | August 17, 2007 4:42 PM
The study on the avaters is very interesting. The emphasis is on the avatar in itself while very poor attention has been devoted to the kind of experiences and interactions that might take place during the navigation. These two elements can, in my opinion, really make the difference between traditional navigation and the one that uses avatars.
Posted by: Fabrizio | September 2, 2007 7:26 AM
yes, I am a firm believer that the virtual world i.e. Second life is the true next medium for marketing efforts and the whole avatar concept will grow.
Posted by: John Gormally | October 27, 2007 4:36 PM
Avatars are essentially representation of user as animated characters in virtual worlds. They are graphic representations that are personified by means of computer technology. The article talk about the effectiveness of using avatars in consumer’s online shopping behavior. By means of two studies, the authors of this article try to establish a relationship between online sales and the presence of an attractive or expert avatar.
Study 1 shows us that by using these avatars, companies can gain significant advantages in terms of increased satisfaction among retailers, a positive attitude of customers towards your product and increased propensity among them to purchase your product. Study 2 shows us the significance of using differing avatars in terms of attractiveness and expert looks. The article states that using an attractive avatar is more efficient in sales of moderate levels of product involvement, whereas an expert avatar works well with product of high level of involvement.
A good avatar definitely forces people to relate to them as a fellow human being, to take notice of them, remember them, and to listen to what it has to say. These avatars can be modified in such a way that each one is personalized and unique in some way or the other. With the advanced technology today, customers can upload their pictures and even have their own personal avatars on Web which resembles these customers. We find personalized avatars commonly used in various social networking sites like facebook etc. These avatars are today extensively being used in online gaming and virtual worlds such as Second Life. Second life is a virtual living place which creates a personal and social identity for you. This study can further be explored so as to include the avatars of some registered customers and compare the effectiveness of these personalized avatars with generic avatars. In conclusion, these virtual worlds offer a new way to create a more intimate relationship with each customer, and a way to build a more intense, participatory brand experience.
Sriram Krishnamurthy
Roll No. 9351
Great Lakes Institute of Management (Chennai, India)
Posted by: Sriram Krishnamurthy | November 15, 2009 6:35 AM