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Comparing between the experimental (website with avatar) and control (website without avatar) conditions, the experimental results showed that perceived social presence was significantly enhanced by the presence of the non-interactive talking avatar. Furthermore, the presence of the avatar had positive effects on website trust and patronage intention among male participants; but had negative effects on perceptions of information credibility and website patronage intention among females. Analysis based on participants\u2019 comments suggests that females were more critical towards certain shortcomings of the non-interactive talking avatar; citing limited interactivity and artificial dialogue from text-to-speech engine. Additionally, the comment analysis suggests that females preferred processing textual over auditory information (as spoken by the avatar) about the products in the online store. Theoretical and managerial implications related to non-interactive talking avatars are discussed in this paper.<\/jats:p>","DOI":"10.1186\/s13673-017-0123-4","type":"journal-article","created":{"date-parts":[[2017,11,15]],"date-time":"2017-11-15T12:44:06Z","timestamp":1510749846000},"update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":53,"title":["Exploring the effects of a non-interactive talking avatar on social presence, credibility, trust, and patronage intention in an e-commerce website"],"prefix":"10.1186","volume":"7","author":[{"given":"Tze Wei","family":"Liew","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1382-5592","authenticated-orcid":false,"given":"Su-Mae","family":"Tan","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Hishamuddin","family":"Ismail","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"297","published-online":{"date-parts":[[2017,11,15]]},"reference":[{"key":"123_CR1","doi-asserted-by":"publisher","first-page":"7","DOI":"10.2979\/esj.2003.2.2.7","volume":"2","author":"D Gefen","year":"2003","unstructured":"Gefen D, Straub D (2003) Managing user trust in B2C e-Services. e-Service J 2:7\u201324. https:\/\/doi.org\/10.1353\/esj.2003.0011","journal-title":"e-Service J"},{"key":"123_CR2","doi-asserted-by":"publisher","first-page":"689","DOI":"10.1016\/j.ijhcs.2006.11.018","volume":"65","author":"K Hassanein","year":"2007","unstructured":"Hassanein K, Head M (2007) Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. 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