What if a web site can talk? Exploring the persuasive effects of web-based anthropomorphic agents

Xiaoli Nan, George Anghelcev, Jun Rong Myers, Sela Sar, Ron Faber

Research output: Contribution to journalArticle

9 Citations (Scopus)


This research examines the impact of Web-based anthropomorphic agents on consumers' attitudes toward the Web site and the brand, with particular focus on two mediating factors. An experiment found that the presence (versus absence) of an anthropomorphic agent led to significantly more favorable attitudes toward the Web site, but had minimum influence on attitudes toward the brand. In addition, the influence of the agent on attitudes toward the Web site was mediated by perceived credibility of the Web site and positive emotional responses.

Original languageEnglish
Pages (from-to)615-631
Number of pages17
JournalJournalism and Mass Communication Quarterly
Issue number3
Publication statusPublished - 1 Jan 2006
Externally publishedYes


ASJC Scopus subject areas

  • Communication

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