The Impact of Animated Mascot Displays on Consumer Evaluations in E-Commerce

This study investigates consumer reactions to mascots on e-commerce websites, focusing on how anthropomorphic visual cues influence website satisfaction, revisit intention, and purchase intention. Specifically, we examine how mascot movement affects consumers’ sense of social presence and engagement...

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Bibliografski detalji

Glavni autori:	Jihyeon Oh, Daehwan Kim
Format:	Artigo
Jezik:	Inglês
Izdano:	MDPI AG 2025-05-01
Serija:	Administrative Sciences
Teme:	mascot social presence engagement satisfaction revisit intention purchase intention
Online pristup:	https://www.mdpi.com/2076-3387/15/6/203
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