Virtual shopping and unconscious persuasion: The priming effects of avatar age and consumers' age discrimination on purchasing and prosocial behaviors
- 주제(키워드) Computer mediated communication , Virtual environment , Shopper psychology , Shopper behavior , Consumer behavior , Digital shopping
- 관리정보기술 faculty
- 등재 SSCI, SCOPUS
- 발행기관 PERGAMON-ELSEVIER SCIENCE LTD
- 발행년도 2015
- URI http://www.dcollection.net/handler/ewha/000000115629
- 본문언어 영어
- Published As http://dx.doi.org/10.1016/j.chb.2015.01.042
초록/요약
This study examined how operating elderly or young avatars affected shoppers' product perceptions and purchasing behaviors. It also investigated how virtual shopping experiences translated into prosocial behavior regarding a nonprofit organization supporting the elderly. Operating elderly avatars influenced shoppers' product choice and walking speed while shopping compared to operating younger avatars. In addition, operating elderly avatars positively affected participants' attitudes and willingness to donate to and volunteer for a nonprofit organization supporting the elderly. Statistical interactions between avatar age and a shopper's ageism on behavioral and persuasion outcomes were also confirmed, and these findings implied an assimilation/contrast effect influenced by a shopper's preexisting prejudices toward the elderly. (C) 2015 Elsevier Ltd. All rights reserved.
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