Do You Trust Me? : Facial Width-to-Height Ratio of Website Avatars and Intention to Purchase from Online Store

Faculty/Professorship: Sales and Marketing  
Author(s): Wölfl, Steffen; Feste, Jasmin
Corporate Body: International Conference on Information Systems (ICIS), 39th, 2018, San Francisco
Publisher Information: Bamberg : opus
Year of publication: 2018
Pages: 9
Source/Other editions: Wird erscheinen in: Proceedings of the 39th International Conference on Information Systems
Language(s): English
DOI: 10.20378/irbo-53220
Licence: German Act on Copyright 
URN: urn:nbn:de:bvb:473-opus4-532206
This research investigates whether the facial width-to-height ratio (fWHR) of avatars can serve as a first cue to website impression formation. Research has demonstrated that fWHR triggers people’s inference making regarding the behavioral intentions of others and therefore behavioral responses in the form of approach vs. avoidance behavior. Our research model examines the effect of an online store avatar’s fWHR on intention to purchase from the online store and whether this effect is mediated by perceptions of avatar’s warmth and online store’s trustworthiness. Mediation analysis revealed that a higher fWHR causes a lower intention to purchase and that this effect is mediated by perceptions of avatar’s warmth and resulting online store’s trustworthiness.
GND Keywords: Online-Marketing; Online-Shop; Avatar <Informatik>
Keywords: avatar, fWHR, impression formation, online shopping websites
DDC Classification: 650 Management & public relations  
RVK Classification: QP 650   
Peer Reviewed: Ja
International Distribution: Ja
Type: Conferenceobject
Year of publication: 17. January 2019

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