MORE ATTRACTIVE THAN EXPECTED? EFFECTIVENESS OF THE EMBODIED VIRTUAL AGENT IN ONLINE SHOPPING RECOMMENDATION: MODERATION EFFECT OF CAPABILITY AND MEDIATION EFFECT OF TRUST

Abstract

This study explores the growing field of Intelligent Virtual Agents (IVAs) in e-commerce, with a focus on embodied virtual agents (EVAs) that serve as virtual sales assistants. It examines how the physical attractiveness of EVAs influences consumer attitude and purchase behavior through two empirical studies grounded in expectancy violation theory. The first study assesses the impact of attractiveness-related expectancy violations on consumer attitudes, and purchasing intentions, incorporating novelty-seeking tendencies and the need for cognitive closure as moderating variables as well as trust as a mediating variable. The second study explores the interaction between EVAs’ attractiveness violations and their functional capabilities, examining whether an EVA’s effectiveness in influencing consumer response depends on its perceived capabilities. This research extends our understanding of how EVAs' appearance impacts digital consumer interactions and offers insights for enhancing online shopping experiences and business performance.