Avatar Taxonomy: A New Technological Tool to Enhance the Consumer-Brand Relationships

PurposeAvatars, which are used as a technology and marketing tactic, can embody consumer-facing employees and mimic their real-life roles on companies' websites, thereby playing a key role in enhancing the relationships between consumers and brands in the online environment. Academics and practitioners have increasingly acknowledged the significance of the consumer-brand relationship in both traditional and online contexts. However, the impersonal nature of the online environment is considered to be a hindrance to the development of these relationships. Despite the importance of this technology, little attention has been paid to the investigation of the avatar concept from a marketing perspective. This paper explores the nature of the avatar concept, including its main characteristics, dimensions, and conditions as well as the attitudinal and behavioural consequences of avatar users.Design/methodology/approachAdopting the qualitative design, a taxonomy was developed from interviews. In total, 42 interviews were conducted with current university students. 30 participants participated in the exploratory interviews. A total of 12 interviews were conducted during the in-depth stage based on findings in the preceding research.FindingsBased on the qualitative data analysis, a taxonomy was developed. The idea of the taxonomy is summarized in that different dimensions of the avatar are considered the main base (first phase) of the taxonomy. There are consequential three parts: the attitudinal consequences related to the website; the attitudinal consequences related to the brand; the behaviours towards the brand. These behaviours represent the final phase of the taxonomy.Originality/valueBy developing a taxonomy of using avatars on brands' websites, the authors advance the understanding consumer-brands relationships. Using avatars' verbal interactions helps in shaping consumers' cognitive, affective, attitudinal and behavioural responses and add vital empirical evidence to the increasing body of research and practices involving avatar usage in the interactive marketing area

The persuasiveness of humanlike computer interfaces varies more through narrative characterization than through the uncanny valley

Indiana University-Purdue University Indianapolis (IUPUI)Just as physical appearance affects persuasion and compliance in human communication, it may also bias the processing of information from avatars, computer-animated characters, and other computer interfaces with faces. Although the most persuasive of these interfaces are often the most humanlike, they incur the greatest risk of falling into the uncanny valley, the loss of empathy associated with eerily human characters. The uncanny valley could delay the acceptance of humanlike interfaces in everyday roles. To determine the extent to which the uncanny valley affects persuasion, two experiments were conducted online with undergraduates from Indiana University. The first experiment (N = 426) presented an ethical dilemma followed by the advice of an authority figure. The authority was manipulated in three ways: depiction (recorded or animated), motion quality (smooth or jerky), and recommendation (disclose or refrain from disclosing sensitive information). Of these, only the recommendation changed opinion about the dilemma, even though the animated depiction was eerier than the human depiction. These results indicate that compliance with an authority persists even when using a realistic computer-animated double. The second experiment (N = 311) assigned one of two different dilemmas in professional ethics involving the fate of a humanlike character. In addition to the dilemma, there were three manipulations of the character’s human realism: depiction (animated human or humanoid robot), voice (recorded or synthesized), and motion quality (smooth or jerky). In one dilemma, decreasing depiction realism or increasing voice realism increased eeriness. In the other dilemma, increasing depiction realism decreased perceived competence. However, in both dilemmas realism had no significant effect on whether to punish the character. Instead, the willingness to punish was predicted in both dilemmas by narratively characterized trustworthiness. Together, the experiments demonstrate both direct and indirect effects of narratives on responses to humanlike interfaces. The effects of human realism are inconsistent across different interactions, and the effects of the uncanny valley may be suppressed through narrative characterization

Breakthroughs and emerging insights from ongoing design science projects: Research-in-progress papers and poster presentations from the 11th international conference on design science research in information systems and technology (DESRIST) 2016. St. John, Newfoundland, Canada, May 23-25

This volume contains selected research-in-progress papers and poster presentations from DESRIST 2016 - the 11th International Conference on Design Science Research in Information Systems and Technology held during 24-25 May 2016 at St. John's, Newfoundland, Canada. DESRIST provides a platform for researchers and practitioners to present and discuss Design Science research. The 11th DESRIST built on the foundation of ten prior highly successful international conferences held in Claremont, Pasadena, Atlanta, Philadelphia, St. Gallen, Milwaukee, Las Vegas, Helsinki, Miami, and Dublin. This year's conference places a special emphasis on using Design Science to engage with the growing challenges that face society, including (but not limited to) demands on health care systems, climate change, and security. With these challenges in mind, individuals from academia and industry came together to discuss important ongoing work and to share emerging knowledge and ideas. Design Science projects often involve multiple sub-problems, meaning there may be a delay before the final set of findings can be laid out. Hence, this volume "Breakthroughs and Observations from Ongoing Design Science Projects" presents preliminary findings from studies that are still underway. Completed research from DESRIST 2016 is presented in a separate volume entitled "Tackling Society's Grand Challenges with Design Science", which is published by Springer International Publishing, Switzerland. The final set of accepted papers in this volume reflects those presented at DESRIST 2016, including 11 research-in-progress papers and 4 abstracts for poster presentations. Each research-in-progress paper and each poster abstract was reviewed by a minimum of two referees. We would like to thank the authors who submitted their research-in-progress papers and poster presentations to DESRIST 2016, the referees who took the time to construct detailed and constructive reviews, and the Program Committee who made the event possible. Furthermore we thank the sponsoring organisations, in particular Maynooth University, Claremont Graduate University, and Memorial University of Newfoundland, for their financial support. We believe the research described in this volume addresses some of the most topical and interesting design challenges facing the field of information systems. We hope that readers find the insights provided by authors as valuable and thought-provoking as we have, and that the discussion of such early findings can help to maximise their impact

Conceptualisation and development of the admin-avatar taxonomy : antecedents, attitudinal and behavioural consequences

Academics and practitioners have increasingly acknowledged the significance of the consumer–brand relationship in both traditional and online contexts. However, the impersonal nature of the online environment is considered to be a hindrance in the development of the brand–consumer relationship. The literature suggests that strong relationship outcomes depend on successful relationship marketing tactics. Admin-avatar concept is a new concept -firstly emerged in this research- which can be used as a technological and marketing tactic. Admin-avatar can embody consumer-facing employees and mimic their real-life roles on companies’ websites, thereby playing a key role in enhancing the relationships between consumers and brands in the online environment. Despite the importance of this technology, very little attention has been paid to the investigation of the admin-avatar concept from a marketing perspective. Following a systematic review of the literature found in 10 major electronic databases and published between 1993 and 2013, significant gaps in literature were identified. Specifically, this research examines the nature of the admin-avatar concept, including its main characteristics, dimensions, and conditions as well as the attitudinal and behavioural consequences of admin-avatar users.Adopting the mixed methods design, a taxonomy was developed from interviews (qualitative phase) which laid the foundation for the development of the admin-avatar framework. Spiggle’s (1994) framework was adopted for the qualitative data analysis. A conceptual framework was developed and built on the theoretical foundations of reasoned action theory (Fishbein & Ajzen, 1975). The admin-avatar framework was empirically tested through a series of lab-based experiments (quantitative phase). Following a confirmatory factor analysis (CFA) was carried out to purify the scales, determine the dimensionality of the constructs and support their convergent and discriminant validity. The context used for this study was the university admissions admin-avatar. propositions were tested using repeated measures (first experimental deign study), factorial design (second experimental deign study) and serial mediation techniques for both experimental studies. The results mostly support the taxonomy developed from the qualitative phase.This thesis contributes to the new technology in marketing and practice, specifically by: (1) providing a clear and comprehensive definition of the admin-avatar concept, (2) developing a comprehensive taxonomy of admin-avatar that enriches the area of new technology in marketing by the further investigations by applying the taxonomy to other contexts (e.g., schools, banks, retails and other commercial companies), and (3) confirming the notion that the addition of an admin-avatar will transform the consumer attitude towards the website and the brand. Furthermore, the addition of an admin-avatar will prompt consumers to engage in voluntary behaviours such as saying positive things about the organisation/brand (word of mouth) and recommending the brand and its products to other potential consumers (recommendation). In other words, adding the admin-avatar on the brand website will significantly change the attitudes of brand’s consumers. These positive attitudes will encourage consumers to do voluntary behviours for the brand. From a practical perspective, these findings offer practitioners a clearer and richer understanding of the admin-avatar, facilitating appropriate designs for admin-avatar(s). The findings of this research also give practitioners clear insights into the main advantages of the admin-avatar, such as the degree of its convenience (e.g., quickness and effortless), hedonism (excitement) and attractiveness