{"product_id":"effects-of-a-virual-human-agent-on-consumer-persuasion-von-yung-kyun-choi","title":"Effects of a virual human agent on consumer persuasion","description":"\u003cp\u003eThe 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 virtual experience,  and nonverbal communication. It is also expected to  practical implications for online advertiser,  internet marketing manager and web site designer.   Results of an experiment indicate that an  anthropomorphic agent on the Web site can increase a  sense of social presence and telepresence to  influence some of the advertising effectiveness  measures to be more favorable. Therefore,  advertising practitioners should give more thoughts  on various types of structural variables (e.g.,  modality) and content variables (e.g., agent''s voice  and gesture) because creating a sense of presence is  found to be effective to attract consumers and to  establish more favorable relatioships with visitors.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783838323671\"\u003e\u003ch3\u003ethe mediating role of presence\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783838323671","offer_id":39499025940573,"sku":"9783838323671","price":49.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/a5ce4fd0-4854-4821-bd51-498ab60559e2.jpg?v=1757656503","url":"https:\/\/shop.autorenwelt.de\/products\/effects-of-a-virual-human-agent-on-consumer-persuasion-von-yung-kyun-choi","provider":"Autorenwelt Shop","version":"1.0","type":"link"}