期刊
JOURNAL OF RESEARCH IN INTERACTIVE MARKETING
卷 5, 期 4, 页码 276-297出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/17505931111191492
关键词
Internet; Older consumers; Consumer behaviour; Web sites; Virtual agents; E-commerce; Aging; Modality; Interaction; Representation
类别
资金
- National Science Foundation [IIS-0955763]
- Direct For Computer & Info Scie & Enginr [0955763] Funding Source: National Science Foundation
Purpose -The purpose of this paper is two-fold: to investigate virtual agent representational characteristics (modality, interaction style, animation, realism, embodiment, and gender) employed by agent software providers in developing commercial and non-commercial web sites; and to examine older consumers' preferences in these agent characteristics. Design/methodology/approach -Study 1 involves a content analysis of 64 sample web sites of agent providers, and study 2 consists of four focus group interviews conducted with 25 older consumers in the age group of 65-82 years. Findings -Findings from both studies reveal some important disconnects between agent characteristics (modality, realism, animation, and gender) offered by virtual agent software providers and those preferred by older consumers. As a result, important recommendations are provided for the development of virtual agents for e-commerce applications to enhance accessibility for older users. Originality/value -No previous studies have investigated which agent characteristics enhance web accessibility and are most preferred by older users in the context of e-commerce applications.
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