The impact of hedonic and utilitarian value of online avatars on e-service quality

作者：

Highlights：

• We examine the impact of avatars’ utilitarian and hedonic values on e-service quality.

• The utilitarian value is more relevant than the hedonic value.

• The model of this research can be used for evaluating the impact of an avatar.

摘要

•We examine the impact of avatars’ utilitarian and hedonic values on e-service quality.•The utilitarian value is more relevant than the hedonic value.•The model of this research can be used for evaluating the impact of an avatar.

论文关键词：Avatar,Hedonic value,Utilitarian value,E-service quality,Website humanization

论文评审过程：Available online 10 June 2015, Version of Record 10 June 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.05.048