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Do You Trust Me? Facial Width-to-Height Ratio of Website Avatars and Intention to Purchase from Online Store

This research investigates whether the facial width-to-height ratio (fWHR) of avatars can serve as a first cue to website impression formation. Research has demonstrated that fWHR triggers people’s inference making regarding the behavioral intentions of others and therefore behavioral responses in the form of approach vs. avoidance behavior. Our research model examines the effect of an online store avatar’s fWHR on intention to purchase from the online store and whether this effect is mediated by perceptions of avatar’s warmth and online store’s trustworthiness. Mediation analysis revealed that a higher fWHR causes a lower intention to purchase and that this effect is mediated by perceptions of avatar’s warmth and resulting online store’s trustworthiness.