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