Effects of a virual human agent on consumer persuasion: the mediating role of presence

The purpose of this research is to investigate the relationship between the presence of a virtual agent and web advertising effectiveness. For this, the researcher tested the effects of an anthropomorphic agent's presence in making the web a more compelling experience for its users. He also tested the effects of an agent's presence on consumer persuasion. The study is expected to contribute to theory regarding presence, persuasive effects of virt...

By YUNG KYUN CHOI
Paperback: 116 pages
Publisher: LAP Lambert Academic Publishing (November 30, 2009)
Language: English
ISBN-10: 383832367X
ISBN-13: 978-3838323671
Product Dimensions: 5.9 x 0.3 x 8.7 inches
Format: PDF ePub djvu ebook

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