What if a Web Site can Talk? Exploring the Persuasive Effects of Web-Based Anthropomorphic Agents

This research examines the impact of Web-based anthropomorphic agents on consumers' attitudes toward the Web site and the brand, with particular focus on two mediating factors. An experiment found that the presence (versus absence) of an anthropomorphic agent led to significantly more favorable attitudes toward the Web site, but had minimum influence on attitudes toward the brand. In addition, the influence of the agent on attitudes toward the Web site was mediated by perceived credibility of the Web site and positive emotional responses.