The influence of a virtual agent on web-users' desire to visit the company : The case of restaurant's web site

Purpose – The purpose of this study is to measure the perception and the behavioural intention of web-users who interact with a virtual agent on a web site. The author wants to measure the added value of this technology in terms of providing e-service and measure web-users' desire to have a concrete experience with a firm after experiencing its web site. Design/methodology/approach – The author integrated a virtual agent on a restaurant's web site and conducted an online survey. The author asked respondents to interact with the virtual agent and then fill in the questionnaire. The author used the expanded version of the technology acceptance model (TAM) for measuring the intention of potential customers to accept a new technology and for evaluating the characteristics of the virtual agent. In order to measure the e-service quality, the author adapted items of WebQual to restaurant industry. As the author had several latent variables, the author used partial least squares (PLS), a variance-based structural equation modeling method. Findings – Results show that the utilitarian and hedonic values of the virtual agent increase significantly the desire of potential clients to experiment the restaurant. Hedonic value seems to play a major role. This is a crucial factor for restaurant and hotel industries which can be considered as hedonic industries. Practical implications – This research can help firms to manage relationships with current and potential clients through their web site. The nature of the company plays an important role in the success of the virtual agent's implementation. Even if in the case the author applied the virtual agent to a hedonic industry, a lot of companies in other sectors can benefit from having a virtual agent, especially if the company in question is service-oriented (e.g. bank, airline, etc.). Originality/value – According to the author's knowledge, virtual agents have never been applied to restaurant/hotel industries before. The results of this research significantly advanced the understanding of the impact of virtual agents, especially in the hospitality industry. Moreover, the author applied the TAM to the characteristics of virtual agent, which is very new for the academic world. Finally, the framework the author presented in this research could be used as a basis of measurement of virtual agent effectiveness.