The impact of hedonic and utilitarian value of online avatars on e-service quality

Etemad-Sajadi, Reza (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Ghachem, Lassaad (Faculty of Economics and Management of Mahdia, Mahdia, Tunisia)

The objective of this paper is to examine the impact of avatars’ utilitarian and hedonic values on the different dimensions of e-service quality. Despite the existence of many studies focusing on the impact of the avatar on user’s online experience, there is a lack of research on the effect of avatars’ values on the different dimensions of websites’ perceived quality. We asked respondents to interact with an avatar and then fill in our questionnaire. We applied this process to 8 different service companies’ websites with an avatar already integrated. We received 945 questionnaires back. In order to measure e-service quality, we used WEBQUAL. As we had several latent variables, we used partial least squares (PLS), a variance-based structural equation modeling method. Results show that the utilitarian and hedonic values of the avatar increase significantly the perception of the website’s quality. The utilitarian value of the avatar impacts 9 of the 10 dimensions of e-service quality. The hedonic value impacts 5 of the 10 dimensions of e-service quality. The results of this study are relevant to the academic world, as we identified that the utilitarian value of an avatar can impact nearly all dimensions of WEBQUAL. Our results can also have immediate and direct implications for companies who want to improve a specific dimension of their website by the use of an avatar. Moreover, this study will be useful for developers of online agents in order to adjust the knowledge of their avatars to clients’ and users’ needs.


Mots-clés:
Type d'article:
scientifique
Faculté:
Economie et Services
Ecole:
EHL Ecole hôtelière de Lausanne
Classification:
Économie/gestion
Date:
2015
Titre du document hôte:
Computers in human behavior
Numérotation (vol. no.):
November 2015, vol. 52, pp. 81–86
DOI:
ISSN:
0747-5632
Le document apparaît dans:

Note  Le statut de ce document est: non diffusé

Note: The status of this file is: restricted


 Notice créée le 2016-03-16, modifiée le 2018-02-15

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