Millennials' attitude toward chatbots: an experimental study in a social relationship perspective
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/30843 |
Resumo: | Purpose – Chatbots represent an innovative channel for retailers tomeet young customers’ needs anywhere and at any time. Being an emergent technology, however, it is important to investigate more thoroughly how users perceive it, and which are the variables that enhance a positive attitude towards this technology. On this premise, this study applies a social relationship perspective to the design of chatbots addressed to younger consumers. Design/methodology/approach – The study adopts a between-participants factorial design to investigate the effects of visual cues (avatar presence vs avatar absence) and interaction styles (social-oriented vs taskoriented) on social presence and how this, in turn, enhances millennials’ perceived enjoyment, trust and, ultimately, attitude towards the chatbot. A survey experiment was employed to conduct the study on data collected from 193 Italian millennials. Findings – The results show that applying a social-oriented interaction style increases users’ perception of social presence, while an insignificant effect was found for avatar presence. The partial least square structural equation modeling (PLS-SEM) analysis further confirms the hypothesised model. Originality/value – The adoption of new digital technologies such as chatbots is likely to have a far reaching effect on retailers, consumers, employees and society. For this reason, a broad understanding of the phenomenon is needed. To the best of our knowledge, this is the first study to provide results from an experimental design in which both interaction style (social- vs task-oriented) and avatar (presence vs absence) of a chatbot are manipulated to directly explore social presence and its effect on trust, perceived enjoyment and millennials’ attitude towards a chatbot applied for retailing purposes. |
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Millennials' attitude toward chatbots: an experimental study in a social relationship perspectiveChatbotInteraction styleAvatarSocial presenceTrustEnjoymentAttitudePurpose – Chatbots represent an innovative channel for retailers tomeet young customers’ needs anywhere and at any time. Being an emergent technology, however, it is important to investigate more thoroughly how users perceive it, and which are the variables that enhance a positive attitude towards this technology. On this premise, this study applies a social relationship perspective to the design of chatbots addressed to younger consumers. Design/methodology/approach – The study adopts a between-participants factorial design to investigate the effects of visual cues (avatar presence vs avatar absence) and interaction styles (social-oriented vs taskoriented) on social presence and how this, in turn, enhances millennials’ perceived enjoyment, trust and, ultimately, attitude towards the chatbot. A survey experiment was employed to conduct the study on data collected from 193 Italian millennials. Findings – The results show that applying a social-oriented interaction style increases users’ perception of social presence, while an insignificant effect was found for avatar presence. The partial least square structural equation modeling (PLS-SEM) analysis further confirms the hypothesised model. Originality/value – The adoption of new digital technologies such as chatbots is likely to have a far reaching effect on retailers, consumers, employees and society. For this reason, a broad understanding of the phenomenon is needed. To the best of our knowledge, this is the first study to provide results from an experimental design in which both interaction style (social- vs task-oriented) and avatar (presence vs absence) of a chatbot are manipulated to directly explore social presence and its effect on trust, perceived enjoyment and millennials’ attitude towards a chatbot applied for retailing purposes.EmeraldVeritati - Repositório Institucional da Universidade Católica PortuguesaCicco, Roberta DeSilva, Susana Costa eAlparone, Francesca Romana2020-08-07T10:54:02Z20202020-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.14/30843engCicco, R., e Silva, S. C., Alparone, F. R. (2020). Millennials' attitude toward chatbots: an experimental study in a social relationship perspective. International Journal of Retail & Distribution Management, 48(11), 1213-12330959-055210.1108/IJRDM-12-2019-04061758-669085087642553WOS:000547876800001info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:36:21Zoai:repositorio.ucp.pt:10400.14/30843Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:24:47.064306Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Millennials' attitude toward chatbots: an experimental study in a social relationship perspective |
title |
Millennials' attitude toward chatbots: an experimental study in a social relationship perspective |
spellingShingle |
Millennials' attitude toward chatbots: an experimental study in a social relationship perspective Cicco, Roberta De Chatbot Interaction style Avatar Social presence Trust Enjoyment Attitude |
title_short |
Millennials' attitude toward chatbots: an experimental study in a social relationship perspective |
title_full |
Millennials' attitude toward chatbots: an experimental study in a social relationship perspective |
title_fullStr |
Millennials' attitude toward chatbots: an experimental study in a social relationship perspective |
title_full_unstemmed |
Millennials' attitude toward chatbots: an experimental study in a social relationship perspective |
title_sort |
Millennials' attitude toward chatbots: an experimental study in a social relationship perspective |
author |
Cicco, Roberta De |
author_facet |
Cicco, Roberta De Silva, Susana Costa e Alparone, Francesca Romana |
author_role |
author |
author2 |
Silva, Susana Costa e Alparone, Francesca Romana |
author2_role |
author author |
dc.contributor.none.fl_str_mv |
Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Cicco, Roberta De Silva, Susana Costa e Alparone, Francesca Romana |
dc.subject.por.fl_str_mv |
Chatbot Interaction style Avatar Social presence Trust Enjoyment Attitude |
topic |
Chatbot Interaction style Avatar Social presence Trust Enjoyment Attitude |
description |
Purpose – Chatbots represent an innovative channel for retailers tomeet young customers’ needs anywhere and at any time. Being an emergent technology, however, it is important to investigate more thoroughly how users perceive it, and which are the variables that enhance a positive attitude towards this technology. On this premise, this study applies a social relationship perspective to the design of chatbots addressed to younger consumers. Design/methodology/approach – The study adopts a between-participants factorial design to investigate the effects of visual cues (avatar presence vs avatar absence) and interaction styles (social-oriented vs taskoriented) on social presence and how this, in turn, enhances millennials’ perceived enjoyment, trust and, ultimately, attitude towards the chatbot. A survey experiment was employed to conduct the study on data collected from 193 Italian millennials. Findings – The results show that applying a social-oriented interaction style increases users’ perception of social presence, while an insignificant effect was found for avatar presence. The partial least square structural equation modeling (PLS-SEM) analysis further confirms the hypothesised model. Originality/value – The adoption of new digital technologies such as chatbots is likely to have a far reaching effect on retailers, consumers, employees and society. For this reason, a broad understanding of the phenomenon is needed. To the best of our knowledge, this is the first study to provide results from an experimental design in which both interaction style (social- vs task-oriented) and avatar (presence vs absence) of a chatbot are manipulated to directly explore social presence and its effect on trust, perceived enjoyment and millennials’ attitude towards a chatbot applied for retailing purposes. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-08-07T10:54:02Z 2020 2020-01-01T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/30843 |
url |
http://hdl.handle.net/10400.14/30843 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
Cicco, R., e Silva, S. C., Alparone, F. R. (2020). Millennials' attitude toward chatbots: an experimental study in a social relationship perspective. International Journal of Retail & Distribution Management, 48(11), 1213-1233 0959-0552 10.1108/IJRDM-12-2019-0406 1758-6690 85087642553 WOS:000547876800001 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Emerald |
publisher.none.fl_str_mv |
Emerald |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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