Avatar´s acceptance in e-commerce

• Autor(a) principal: Morais, Sara Luís Gomes
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.26/48756
• topic: Avatar’s acceptance; Form realism; Behavioural realism; UTAUT 2; E-commerce; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The rapid evolution of technology, characterized by the continuous emergence of new tools has significantly influenced how companies engage with their customers. In order to cater to the ever-changing needs and desires of consumers, companies must adapt to new digital strategies. One the other hand, one of the disadvantages of buying online is the lack of social interaction and emotional appeal what can be perceived as impersonal. This barrier can be overcome with the introduction of human presence or similarity in online commerce, in the form of an avatar that can assist consumers as they navigate e-commerce websites. This research aims to understand what influences avatar’s acceptance in e-commerce. It is proposed a quantitative methodology with an exploratory approach that requires a quantitative collection technique from a questionnaire based on UTAUT2 model and a recent 2x2 taxonomy of Form and Behavioural realism. In data analysis, comparison tests and multiple linear regression models were used. The results showed that constructs Experience, Performance Expectancy, Facilitating Conditions, Hedonic Motivation and Social Image have statistically a significant influence in avatar acceptance in e-commerce. Regarding Form Realism and Behaviour Realism characteristics, the study did not confirm their influence on avatar’s acceptance. This suggests further investigation. Finally, recommendations are made to advance this study, namely in understanding avatar user preferences and how to maximize the benefits of this technology.