Virtual Sales Associates for Mature Consumers: Technical and Social Support in e-Retail Service Interactions

This study examines whether social presence through a virtual sales associate (VSA) affects mature consumers' perceptions of technical and social supports from an apparel retail website and whether these perceptions influence consumers' attitudes and patronage intentions toward the website. Sixty mature consumers participated in a laboratory experiment and completed a shopping task on a mock apparel website with or without a VSA. Results revealed that participants in the VSA (vs. no-VSA) condition perceived significantly greater social support; however, no significant difference existed in perceived technical support between the two conditions. This study also revealed that mature consumers' perceived social support and ease of use of the retail website positively influenced their attitude toward the retail website, which in turn led to their website patronage intentions. Theoretical and managerial implications are discussed with respect to the potential of VSAs in enhancing the e-tail service quality for mature consumers.