Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1029214 | Journal of Retailing and Consumer Services | 2012 | 8 Pages |
Despite very optimistic academic and professional literatures, embodied virtual agents (EVA) on commercial websites do not seem to keep all their promises. An update in December 2009 of a benchmark led by OrangeLab in 2007 on embodied agents displayed on French websites reveals that more than 60% of them have actually disappeared. This case study deals with understanding the disappearance of embodied virtual agents thanks to a literature review, a benchmark of 80 agents on French commercial websites and an analysis of experts' in-depth-interviews. This work identifies a series of common errors in the agents design – namely, appearance inadequacy and lack of intelligence and autonomy – that creates a gap between consumers' expectations and agents' performance explaining agents' lack of success. As a conclusion, this case study gives practitioners actionable advices to design future agents by highlighting the characteristics of the ideal virtual sales agent (VSA).