About this document
Pentina Und Taylor - 2010 - Exploring Source Effects For Online Sales Outcomes The Role of Avatar-Buyer Similarity by angiocsi52 is a document available to read on EtoBox.
This study examines how the similarity between a virtual salesperson (avatar) and an online buyer influences sales outcomes. It finds that under low involvement conditions, physical dissimilarity can enhance buying intentions, while under high involvement, the strength of sales arguments is more significant. The research applies Social Response theory and the Elaboration Likelihood Model to understand these dynamics in online purchasing contexts.
- Author
- angiocsi52
- Language
- EN