The impact of online real-time interactivity on patronage intention: The use of avatars

作者：

Highlights：

• Online real-time interactivity significantly increases the patronage intention.

• Trust and emotional appeal impact the online real-time interactivity.

• Avatar's social presence impacts the trust and the emotional appeal.

摘要

•Online real-time interactivity significantly increases the patronage intention.•Trust and emotional appeal impact the online real-time interactivity.•Avatar's social presence impacts the trust and the emotional appeal.

论文关键词：Avatar,Website humanization,Social presence,Trust,Emotional appeal,Online real-time interactivity

论文评审过程：Received 1 October 2015, Revised 18 February 2016, Accepted 14 March 2016, Available online 21 March 2016, Version of Record 21 March 2016.

论文官网地址：https://doi.org/10.1016/j.chb.2016.03.045