The effects of consultant avatar size and dynamics on customer trust in online consultations

Abstract

This study investigates the impact of avatars on interactions between customers and consultants in remote, online consultations supported by Augmented Reality (AR). Based on past research, we were interested whether the appearance of an avatar and its dynamics affect important factors for online consultations such as social presence, trust in the consultant and perceived customer satisfaction. In particular, we chose avatar size and dynamics (movement/gaze) to compare different avatars in a 2x2 experiment, in which customers wear AR head mounted devices to consult a remotely located consultant in a mock furniture consultation session. Our results show no significant differences in trust and satisfaction, but significantly different levels of perceived social presence for life-sized, dynamic avatars as well as significantly higher co-presence for all life-sized avatars. Additional data from interviews with the participants revealed a clear preference for dynamic avatars over static ones. Based on an analysis of these findings, we make design recommendations and suggest directions for future research.