Utilisation des Agent Conversationnels Animés sur les sites Web commerciaux : et si on parlait de valeur

Poncin, Ingrid [UCL] Ben Mimoun, Mohamed Slim [SKEMA]

Maximizing the perceived value during every interaction is a leitmotiv for companies. Building on literature pertaining to selling in the real world and embodied virtual agents, this research seeks to demonstrate how the use of an agent influences the value perceived by the Internet user (both hedonic and utilitarian). This study focused specifically on three value antecedents (playfulness, quality, and social presence). The impact of the use of an embodied virtual agent depends strongly on individual consumer characteristics (task orientation and need for interaction). These results highlight the need to personalize the use of an agent, according to the user profile, to achieve better website effectiveness and thereby achieve better efficiency.