The effect of virtual sales agent (VSA) gender - product gender congruence on product advice credibility, trust in VSA and online vendor, and purchase intention

摘要

Online vendors are increasingly using virtual sales assistants (VSA), either in the form of an animated picture or a photograph of a real person, to help customers with their product-related information needs. Currently, what is known is that the use of a VSA in an online web shop results in positive outcomes such as trust and purchase intention. What remains unknown, however, is whether or not VSA gender product gender congruence has a positive effect on customers' attitude towards the product-related advice, the VSA, and the online vendor and on customers' online purchase intention.