Building on literature related to selling and embodied conversational agents (ECA), this research seeks to determine how the use of an ECA might improve users’ perceptions of shopping value (hedonic and utilitarian) and the consequences for their purchase intentions and satisfaction with the website. This analysis focuses specifically on three ECA usage consequences: playfulness, decision quality, and social presence. Hedonic value mediates the effects of playfulness and social presence on satisfaction and behavioral intentions; utilitarian shopping value mediates the effects of decision quality. The results highlight the importance of accounting for both utilitarian and hedonic features to understand ECA outputs in e-commerce sites.