Improving virtual shopping

The COVID-19 pandemic forced many people to do more activities online than they had in the past, including shopping. However, there are concerns that e-commerce does not match the experience of browsing and shopping in the real world. Research in the International Journal of Technology Marketing has looked at the psychological response of consumers to the increasingly anthropomorphic virtual agents often used on e-commerce sites in an effort to replicate the in-store shopping experience and engagement. Indeed, anthropomorphic virtual agents already exist that can help inform consumers about new products, assist them in making their decisions as to what to buy, and answer questions about a product in which they are interested.

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