Workshopbeitrag
Virtual Twins for Online Clothing Shoppers
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Datum
2015
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De Gruyter Oldenbourg
Zusammenfassung
Individualized avatars as imitations of real customers’ appearance constitute a promising concept for personalized product marketing in online shopping. However, knowledge about effective design strategies for these virtual twins to purposefully influence consumer behaviour is still incomplete. Contrary to what is often recommended, our experimental study provides evidence that maximising the personal avatar’s similarity to the user is not required when shopping online for clothing.