The purpose of this study is to contribute to understanding website usage and loyalty and specifically whether the navigation experience varies with the presence of a virtual customer service agent (VCSA) on the website. Two online surveys were carried out with a random sample of 1,000 frequent flyers before and after the inclusion of the VCSA in an airline company website. Results are tested using partial least squares (PLS) structural equation modelling and importance–performance map analysis. Results show that perceived ease of use (PEU), perceived usefulness (PU), perceived visual attractiveness, perceived enjoyment and social presence impact website loyalty. In the website without the VCSA, usability variables (PU and PEU) and perceived visual attractiveness are the strongest antecedents of loyalty, while perceived visual attractiveness and social presence are the strongest predictors in the VCSA setting.

中文翻译：

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了解导航体验：虚拟客户服务代理会有所作为吗？

本研究的目的是帮助了解网站的使用情况和忠诚度，特别是导航体验是否会随着网站上虚拟客户服务代理 (VCSA) 的存在而变化。在将 VCSA 纳入一家航空公司网站之前和之后，对 1,000 名飞行常客的随机样本进行了两次在线调查。使用偏最小二乘 (PLS) 结构方程建模和重要性-性能图分析测试结果。结果表明，感知易用性 (PEU)、感知有用性 (PU)、感知视觉吸引力、感知享受和社交存在影响网站忠诚度。在没有 VCSA 的网站中，可用性变量（PU 和 PEU）和感知的视觉吸引力是忠诚度的最强前因，