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Can Virtual Customer Service Agents Improve Consumers' Online Experiences?: The Role of Hedonic Dimensions
Abstract
This chapter focuses on the navigation experience in ecommerce. The authors address the impact of a number of hedonic dimensions, specifically perceived visual attractiveness, perceived enjoyment, and sociability, in consumers' online experiences. They develop and test a research model explaining how these factors affect trust, satisfaction, and ultimately, website loyalty. Findings from a survey carried out with 132 users of an airline's website, which displays a virtual customer service agent, support the model proposed. Specifically, results confirm that enriching consumers' sensory experiences online through aesthetics, an enjoyable experience, and a social interaction interface positively affects trust, satisfaction, and subsequently, loyalty.
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