Can A Retail Web Site be Social?

Avatars are lifelike characters created by technology. Research suggests that avatars can increase the persuasiveness of online sales channels. The authors investigate how the social cues inherent in avatars influence consumers' affect and shopping value. In Study 1, social cues induce perceptions of Web site socialness, leading to increased pleasure and arousal, both of which positively influence flow, hedonic and utilitarian value, and patronage intentions. Study 2 finds that social cue–induced arousal leads to increased pleasure only for consumers who are involved with the product category. Moreover, the influence of arousal on hedonic value is stronger for women, flow does not lead to pleasure for older…