Skip to main content

Exploring source effects for online sales outcomes: the role of avatar-buyer similarity

Buy Article:

$14.98 plus tax (Refund Policy)

This exploratory study investigates the role of a virtual salesperson's similarity to an online buyer in enhancing web site sales outcomes. Our findings show that under low involvement purchase conditions, the avatar's physical (gender and race) dissimilarity to the buyer positively affects buying intentions, possibly through positive emotions due to the opposite gender attractiveness. Under high involvement conditions, the avatar's characteristics do not affect buyer cognitive effort, and sales arguments alone determine purchase intentions. For moderate involvement situations, two separate routes of message processing may operate simultaneously: avatar-buyer internal trait similarity (i.e. similar need for cognition) works to facilitate the peripheral route, while argument strength works independently by facilitating the central route to persuasion. We discuss the applicability of the Social Response theory and the Elaboration Likelihood Model to online buying, and propose directions for future research.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics


Document Type: Research Article

Publication date: 01 June 2010

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more