Research Description:

Cross-Cultural Analysis of the Effects of Avatars on Online Consumer Behavior

The purpose of this research project is to examine the effects of avatars on online consumer behavior and to compare these effects across two cultures. Avatars, such as the famous Pillsbury Doughboy on the Pillsbury Web site, are virtual characters often in the form of an online sales associate or customer service representative that can make Web sites more interesting and easier to use. Due to the growing need for firms to distinguish themselves from competitors in the online global marketplace, the use of avatars on commercial Web sites has become an increasingly popular marketing strategy. Avatars act as a communication source to help consumers navigate a Web site and guide them through the purchase process, often providing personalized information at each stage to facilitate a meaningful online experience.

In my research project, I will test the effects of avatars on consumers by conducting an existing online experiment in English with a group of American students. These results will be compared with results from an identical experiment already conducted with German students in German. Analyzing the data from both groups, I will conduct a cross-cultural analysis to determine possible cultural differences between American and German consumers. The main goals of this research are therefore to determine whether the use of avatars on a commercial Web site has a positive effect on the consumer’s attitude toward the Web site, attitude toward the product presented and buying intention, and to explore the effects of avatars on American consumers versus German consumers.
Evidence of such cultural differences between online consumers could prove to be beneficial to global firms by providing new insight into the use of avatars as a practical communication instrument to build consumer trust online, to boost user satisfaction, and to increase the entertainment value of Web sites.