The Influence Of Communication Mode Of Virtual Sales Agent On Consumers’ Online Purchase Intention

Nowadays,with the continuous innovation of virtual reality technology and the continuous development of network marketing,more and more online businesses choose to interact with users through voice or text with virtual sales agents in the form of virtual animation images or real people with artificial intelligence properties.Virtual sales agents break through the limitations of time and space and provide users with a better virtual experience and feeling.In addition to the stimulation of shopping environment,consumption freshness,service quality,interaction of sales personnel and other factors,consumers’ purchase is also affected by their own internal factors.For businesses,the most efficient way to influence consumers’ willingness and behavior is to shape the marketing environment.Therefore,e-commerce platforms most often adopt a network virtual experience to create a marketing atmosphere to attract consumers to buy.When consumers shop online,virtual sales agents communicate with each other.However,such virtual communication through text and non-face to face cannot make consumers truly feel the existence of customer service,especially smile,nod and other non-verbal clues,so that the service attitude of online merchants cannot be fully reflected in the communication.At this time,with the popularity of online emoticons,online emoticons are also used in the field of e-commerce.Virtual sales agents can create a better chatting atmosphere by using online emoticons.It reduces the psychological barrier between consumers and deepens their intimacy and willingness to interact,and even influence consumers’ purchase intentionBased on virtual sales agents of communication as the breakthrough point,on the basis of "stimulus-the body-reaction(S-O-R)" mechanism,telepresence,consumer online purchase intention for reference theory in the field of related research,constructs the theoretical model of consumers’ online purchase intention,study virtual sales agents of communication interaction network emoticons effects on consumers’ online purchase intention.In this academic research,the experimental method was adopted to collect the psychological data and real feelings of the participants by simulating a scenario of online shopping of consumers.Then SPSS25 software was used for T-test analysis,variance analysis,and finally verified the proposed hypothesis model.The results show that :(1)The interaction between virtual sales agents and online emoticons affects consumers’ online purchase intention;When virtual sales agents use cute emojis to communicate,society-oriented communication can improve consumers’ online purchase intention more than task-oriented communication.When virtual sales agents communicate with "cool" online emoticons,task-oriented communication increases consumers’ willingness to buy online more than socially oriented communication.(2)When virtual sales agents use "cute" online emoticons to communicate,social presence mediates the influence of communication mode types of virtual sales agents on consumers’ online purchase intention.Among them,compared with task-oriented communication,socially-oriented communication can improve consumers’ sense of social presence,thus improving their online purchase intention.When virtual sales agents use "cool" online emoticons to communicate,spatial presence mediates the impact of virtual sales agents’ communication style on consumers’ online purchase intention.Among them,compared with socially-oriented communication,task-oriented communication can improve consumers’ sense of spatial presence,thus improving their online purchase intention.