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Designing the best avatar to reach millennials: gender differences in a restaurant choice

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Designing the best avatar to reach millennials: gender differences in a restaurant choice

dc.contributor.author	González, Miguel Ángel
dc.contributor.author	Vila-López, Natalia
dc.date.accessioned	2023-11-27T19:12:09Z
dc.date.available	2023-11-27T19:12:09Z
dc.date.issued	2021
dc.identifier.issn	0263-5577
dc.identifier.uri	https://hdl.handle.net/10550/91466
dc.description.abstract	Purpose The two major purposes of this paper are as follows: first, to identify those appropriate key attributes that a commercial avatar promoting a leisure service must have in terms of likeability, expertise, credibility and attractiveness, with the final purpose of stimulating millennials' acceptance (emotions, buying intentions and electronic word of mouth [eWOM]) and second, to compare if men and women expect the same attributes in a successful avatar. Design/methodology/approach A three avatar designs were prepared for this experiment. Then, they were presented to the respondents to be evaluated changing the order of appearance for avoiding biases: (attractive/likeable, expert/credible and normal/basic avatars). The participants were recruited using an online procedure. The final sample size was 104 consumers. They provided 302 valid responses about the three different avatars. A restaurant chain Chili's in Peru was used to define this experiment. Findings Findings of the study indicated that the design attributes of an avatar and the desired effects were related terms. Second, an expert/credible avatar worked better than an atractive/likeable one and also better than a common avatar, especially among the feminine target. Originality/value This paper tries to develop a guide for executives or entrepreneurs immersed in the gastronomic field in Peru, to enable them to make appropriate decisions regarding the definition of an attractive and disruptive web page design with an innovative tool: efficient commercial avatars.
dc.language.iso	eng
dc.relation.ispartof	Industrial Management & Data Systems, 2021, vol. 121, num. 6, p. 1216-1236
dc.source	Gonzales-Chávez, M.A. and Vila-Lopez, N. (2021), "Designing the best avatar to reach millennials: gender differences in a restaurant choice", Industrial Management & Data Systems, Vol. 121 No. 6, pp. 1216-1236. https://doi.org/10.1108/IMDS-03-2020-0156
dc.subject	comerç
dc.subject	sociologia urbana
dc.subject	adolescents
dc.subject	motivació (psicologia)
dc.subject	avatars
dc.subject	online marketing
dc.title	Designing the best avatar to reach millennials: gender differences in a restaurant choice
dc.type	journal article
dc.date.updated	2023-11-27T19:12:10Z
dc.identifier.doi	10.1108/IMDS-03-2020-0156
dc.identifier.idgrec	141344
dc.rights.accessRights	open access