Merchandising/Marketing/Retailing: Branding

Interaction Style of Virtual Shopping Agents: Effects on Social Presence and Older Consumers’ Experience in E-tail Sites

Authors: Veena Chattaraman (Aufurn University) , Wi-Suk Kwon (Auburn University) , Juan Gilbert (Clemson University)

Abstract

A growing stream of research has emphasized the important role played by virtual shopping agents in consumer experience in e-tail environments, particularly in the context of older consumers (Chattaraman et al., 2012). In a recent study, Keeling et al. (2010) found that style of agent communication (task- vs. social-oriented) is an important factor influencing user trust and patronage intention for online shopping. Specifically, the authors found that taskoriented communications is more effective for search goods/services (books), whereas socialoriented communication style contributes more to credence goods/services (insurance). The purpose of the current study was: 1) to examine effectiveness of social- and task-oriented interaction styles for older consumers and 2) to examine the moderating role of gender on the effects of social vs. task-oriented interactional style.

Keywords: interaction, seniors, agents, e-tail

How to Cite: Chattaraman, V. , Kwon, W. & Gilbert, J. (2013) “Interaction Style of Virtual Shopping Agents: Effects on Social Presence and Older Consumers’ Experience in E-tail Sites”, International Textile and Apparel Association Annual Conference Proceedings. 70(1).