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

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.