...Sihem ben Saad; Fatma Choura Purpose This study aims to test the impact of avatars on consumer psychological states, engagement, and purchase intention in the online retail environment with reference to the Regulatory Engagement Theory. Design/methodology/approach One-factor between-subject...

... to the design of chatbots addressed to younger consumers. The study adopts a between-participants factorial design to investigate the effects of visual cues (avatar presence vs avatar absence) and interaction styles (social-oriented vs task-oriented) on social presence and how this, in turn, enhances...