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The Influence of Virtual Agent Gender and Product Gender Fit on Trust-Based Model Toward Purchase Intention

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Currently, the rise of online shopping upon the growth of internet sales transformed several companies driving the business more digitally. To stay competitive, many companies continually improve their online shopping platform to maintain the relationship with customers and increase potential custo

mers. To enhance the relationship with customers, the design of website’s salesperson who is a representative plays a crucial role. This research study aimed to help practitioners who work in the field of online marketing to design the right virtual agent which is a salesperson in e-commerce that po

sited similarly as an influencer who recommended the products related. This research study focused on how customers perceived fit of virtual agent gender and product gender on source credibility (expertise, authenticity), source attractiveness (physical attractiveness, homophily) toward trust, and p

urchase intention. Hence, to connect the representative’s gender and virtual world, the self-concept theory and computers are social actor (CASA) were applied. A trust-based model of influencer was used as mediator in order to examine relationship of fittingness of virtual agent gender and product g

ender that influences trust leads to purchase intention. The experimental design (2×3 factorial design) was used to investigate the group of virtual agent genders and product genders for testing a hypothesis in a precise way. The result shown the supported hypotheses that was the positive relationsh

ip between constructs.The findings also suggested that the higher fittingness of virtual agent gender and product gender occurred when pairing male and female virtual agent with masculine and feminine products respectively. Regarding the overall result of neutral product, it can be seen that male vi

rtual agent has higher fit compared to female virtual agent.