![]() To this end, we not only compile potential challenges, but also recommend specific strategies and approaches. Overall, this paper aims to provide guidance and support for communication scholars who want to empirically study human-machine communication. In this paper, we focus on experiments (including pre-recorded stimuli, vignettes and the “Wizard of Oz”-technique) and field studies. Hence, in this paper, we document, discuss, and evaluate potentials and pitfalls that typically arise for communication scholars when investigating simulated or non-simulated interactions between humans and chatbots, voice assistants, or social robots. These agents, however, are considerably different from digital or social media: They are designed and perceived as life-like communication partners (i.e., as “communicative subjects”), which in turn poses distinct challenges for their empirical study. For practitioners, our findings highlight the importance of careful design in humanizing VAs to increase voice commerce adoption.Ĭommunication scholars are increasingly concerned with interactions between humans and communicative agents. This may provide one explanation for the inconsistencies in the literature. Although, we also find a negative direct effect of humanization on parasocial interaction, it is offset by the larger positive indirect effect via social presence. Our results reveal that humanizing VAs increases customers' perceptions of social presence and parasocial interaction, thereby enhancing perceived relationship quality and ultimately leading to increased intentions to shop using the VA. To help determine how to overcome existing barriers to adoption, we conducted a series of three empirical pre-studies and a laboratory experiment (N = 323) investigating the role of VAs' humanness in interactions with customers research has reached no consensus on this matter. Voice commerce allows customers to carry out sales dialogues with voice assistants (VAs) through natural spoken language.
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