Publication Type
Conference Proceeding Article
Version
publishedVersion
Publication Date
7-2023
Abstract
The metaverse wave is sweeping across the world. Virtual shopping promises a bright future and has the potential to provide customers with an immersive and realistic shopping experience anytime and anywhere. Salesavatars are critical in customer trust development in virtual shopping in the metaverse by directly interacting with customers. Considering the virtual characteristics of the metaverse and the anonymity of salesavatars, this research investigates the effect of salesavatars' genders and ages on customers' trust in the metaverse through the lens of first impression formation. Two dimensions of facial first impression, perceived facial trustworthiness and perceived facial dominance, will be studied in this research. Online experiments will be employed in this research. Our findings will extend the boundary of existing theories to the virtual worlds and provide suggestions on salesavatars' appearance designs in virtual shopping scenarios.
Discipline
Databases and Information Systems
Research Areas
Data Science and Engineering
Areas of Excellence
Digital transformation
Publication
Proceedings of the 27th Pacific Asia Conference on Information Systems (PACIS 2023), Nanchang, China, July 9 -12
First Page
1
Last Page
9
Publisher
AIS
City or Country
USA
Citation
LIU, Yuxin and SIAU, Keng.
Marketing in metaverse: Sales-avatar visual features on customer trust. (2023). Proceedings of the 27th Pacific Asia Conference on Information Systems (PACIS 2023), Nanchang, China, July 9 -12. 1-9.
Available at: https://ink.library.smu.edu.sg/sis_research/10894
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://aisel-aisnet-org.libproxy.smu.edu.sg/pacis2023/174/