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Embodied Agents on Commercial Websites: Modeling Their Effects through an Affective Persuasion Route

  • Pablo Diesbach
  • David Midgley
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5033)

Abstract

The effects of embodied virtual agents have been widely studied but too often without a theoretical model of such effects. This paper proposes and tests a two-step affective route of persuasion, based on perspectives from psychology and consumer behavior. Step 1 posits effects of the agent on affect. Step 2 posits effects of affect on a construct of website stickiness. The model is tested in an experiment. The construct of stickiness is validated and the affective route is partially confirmed.

Keywords

Embodied virtual agents affect website stickiness 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2008

Authors and Affiliations

  • Pablo Diesbach
    • 1
  • David Midgley
    • 2
  1. 1.Rouen School of ManagementMont Saint Aignan CedexFrance
  2. 2.INSEAD, Boulevard de ConstanceFontainebleau CedexFrance

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