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.
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Diesbach, P., Midgley, D. (2008). Embodied Agents on Commercial Websites: Modeling Their Effects through an Affective Persuasion Route. In: Oinas-Kukkonen, H., Hasle, P., Harjumaa, M., Segerståhl, K., Øhrstrøm, P. (eds) Persuasive Technology. PERSUASIVE 2008. Lecture Notes in Computer Science, vol 5033. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-68504-3_32
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DOI: https://doi.org/10.1007/978-3-540-68504-3_32
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-68500-5
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