Can Virtual Customer Service Agents Improve Consumers' Online Experiences?: The Role of Hedonic Dimensions

Can Virtual Customer Service Agents Improve Consumers' Online Experiences?: The Role of Hedonic Dimensions

Ana Maria Soares (School of Economics and Management, University of Minho, Portugal), José Carlos M. R. Pinho (University of Minho, Portugal), Teresa Heath (University of Minho, Portugal) and António Alves (University of Minho, Portugal)
Copyright: © 2020 |Pages: 21
ISSN: 2327-5502|EISSN: 2327-5529|ISBN13: 9781799822202|ISBN10: 1799822206|ISBN13 Softcover: 9781799822219|EISBN13: 9781799822226
DOI: 10.4018/978-1-7998-2220-2.ch007
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MLA

Soares, Ana Maria, José Carlos M. R. Pinho, Teresa Heath and António Alves. "Can Virtual Customer Service Agents Improve Consumers' Online Experiences?: The Role of Hedonic Dimensions." Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior. IGI Global, 2020. 157-177. Web. 27 Mar. 2020. doi:10.4018/978-1-7998-2220-2.ch007

APA

Soares, A. M., Pinho, J. C., Heath, T., & Alves, A. (2020). Can Virtual Customer Service Agents Improve Consumers' Online Experiences?: The Role of Hedonic Dimensions. In A. Soares, & M. Elmashhara (Eds.), Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior (pp. 157-177). Hershey, PA: IGI Global. doi:10.4018/978-1-7998-2220-2.ch007

Chicago

Soares, Ana Maria, José Carlos M. R. Pinho, Teresa Heath and António Alves. "Can Virtual Customer Service Agents Improve Consumers' Online Experiences?: The Role of Hedonic Dimensions." In Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior, ed. Ana Maria Soares and Maher Georges Elmashhara, 157-177 (2020), accessed March 27, 2020. doi:10.4018/978-1-7998-2220-2.ch007

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Abstract

This chapter focuses on the navigation experience in ecommerce. The authors address the impact of a number of hedonic dimensions, specifically perceived visual attractiveness, perceived enjoyment, and sociability, in consumers' online experiences. They develop and test a research model explaining how these factors affect trust, satisfaction, and ultimately, website loyalty. Findings from a survey carried out with 132 users of an airline's website, which displays a virtual customer service agent, support the model proposed. Specifically, results confirm that enriching consumers' sensory experiences online through aesthetics, an enjoyable experience, and a social interaction interface positively affects trust, satisfaction, and subsequently, loyalty.

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