Improving Consumer Performance and Perceived Service Quality in a New Type of Commercial Environment in 3D, Thanks to Embodied Virtual Sales Agents

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 (SKEMA Business School, Univ Lille Nord de France, France), Garnier Marion (SKEMA Business School, Univ Lille Nord de France, France) and Poncin Ingrid (SKEMA Business School, Univ Lille Nord de France, France)
DOI: 10.4018/978-1-4666-3954-6.ch014

Abstract

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.
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Background

This chapter background focuses on specificities of the navigation in a 3D commercial site and discusses the contribution of virtual agents for a commercial website.

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