Title

Source Characteristics in Online Shopping: Do Avatar Expertise, Similarity, and Attractiveness Affect Purchase Outcomes?

Document Type

Book Chapter

Publication Date

2012

Abstract

In the 2009 motion picture Avatar, the consciousness of a paraplegic marine is transferred to a remotely controlled biological body that can survive in the lethal air of the sci-fi planet Pandora. In this fictional world, avatars are genetically engineered biological beings that walk, talk, and are essentially remote-controlled bodies. In the real world of the present, of course, the term “avatar” refers not to a living, three-dimensional body, but rather to a virtual representation of a user in a digital environment. In a very real sense, however, avatars have transcended their self-contained virtual worlds to interact with real people in the “real” world.

Comments

Chapter in Online Consumer Behavior: Theory and Research in Social Media, Advertising and E-tail, edited by Scheinvaum.

eBook ISBN 9780203123911

DOI

10.4324/9780203123911


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