How the Presence of Employee Avatars Affects Metaverse Shopping Behavior

Abstract

Brands are increasingly using the metaverse to promote sales of products and services, but the social influence of avatars in that context is largely unknown. Grounded in social impact theory and impression management literature, this research investigates the impact of retail store employee avatar presence on consumer behavior. Two between-subjects studies from laboratory and online settings uncover consumers’ aversive responses to employee avatar presence—living (human) and nonliving (robot)—on several key outcomes. This negative effect only emerges in embarrassing shopping settings, such as the purchase of condoms and adult diapers, but not in ordinary (nonembarrassing) settings.