Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/41215

Interacting Like Humans? Understanding the Effect of Anthropomorphism on Consumer’s Willingness to Pay in Online Auctions

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Title: Interacting Like Humans? Understanding the Effect of Anthropomorphism on Consumer’s Willingness to Pay in Online Auctions
Authors: Yuan, Lingyao
Dennis, Alan
Keywords: Anthropomorphism
auditory manipulation
online auction
visual manipulation
willingness to pay
Issue Date: 04 Jan 2017
Abstract: Most research examining individuals’ bidding behavior in online auctions has used the lens of a rational decision making process. However, bidding behavior is also influenced by non-rational factors. Anthropomorphism, attributing human characteristics to a non-human object, has been studied in many disciplines, but has not been investigated in online auctions. This study aims to identify whether auditory and visual design factors for a non-human product would induce anthropomorphism and impact individuals' bidding decision. Results show that visual design induces individuals’ anthropomorphism and also impacts bidding decisions.
Pages/Duration: 10 pages
URI/DOI: http://hdl.handle.net/10125/41215
ISBN: 978-0-9981331-0-2
DOI: 10.24251/HICSS.2017.066
Rights: Attribution-NonCommercial-NoDerivatives 4.0 International
Appears in Collections:Human-Computer Interaction: Informing Design Utilizing Behavioral, Neurophysiological, and Design Science Methods Minitrack



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