• The Effect of Online Agents on Advertising Effectiveness: The Presence Aspect

Abstract

This research proposes that commercial websites that use the anthropomorphic agents will positively influence the advertising effectiveness through the tele-presence and social presence aspect. This study conducted an experiment and recruited 202 volunteers. Results reveal that the real human image agents could acquire the higher tele-presence and social presence perception, and then gain the better attitude toward the website, attitude toward the advertisement, attitude toward the brand, and purchase intention.

Keywords: Online agents, Tele-presence, Social Presence