Avatars are virtual characters that can be used as representatives of a company that is using the Internet as a distribution channel. For instance, avatars can be used as shopping assistants, website guides, or as identification figures. A manager of an online company believes that avatar-mediated communications will have a positive effect on satisfaction with her company and on purchase intentions of customers, because avatars enhance the value of information provided on the website and increase the pleasure of the shopping experience. She also believes that the positive effect of the perceived information value on satisfaction with the company and purchase intentions is stronger when customers are highly involved.
- List and label the variables as independent, dependent, intervening, or moderating
- Explain the relationships among the variables
- Develop a problem statement for the situation