Source Effects in Online Sales Situations: The Role of Avatar-Buyer (DIS)Similarity

Abstract

This exploratory study investigates the role of a virtual salesperson’s (dis)similarity to an online buyer in enhancing web site sales outcomes. Our findings show that under low involvement purchase conditions, avatar’s dissimilarity to the buyer positively affects buying intentions, possibly through positive emotions due to the opposite gender attractiveness. Under high involvement conditions, avatar’s dissimilarity increases buyer cognitive effort, so that stronger sales arguments lead to higher purchase intentions, while weaker arguments lead to lower purchase intentions.