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Online vendors are increasingly using virtual sales assistants (VSA), either in the form of an animated picture or a photograph of a real person, to help customers with their product-related information needs. Currently, what is known is that the use of a VSA in an online web shop results in positive outcomes such as trust and purchase intention. What remains unknown, however, is whether or not VSA gender-product gender congruence has a positive effect on customers' attitude towards the product-related advice, the VSA, and the online vendor and on customers' online purchase intention.

To determine the hypothesized effect of VSA gender-product gender on variables such as trust and purchase intention, a 2 (VSA gender: male vs female)–×–3 (product gender: male, female, and neutral) experiment with 183 inhabitants (between the age of 18 and 30) of the Netherlands was implemented. Results of the …