Percorrer por autor "Cicco, Roberta de"
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- It’s on its way: chatbots applied for online food delivery services, social or task-oriented interaction style?Publication . Cicco, Roberta de; Silva, Susana Cristina Lima da Costa e; Alparone, Francesca RomanaResearch has yet to explore the spread of chatbots into the foodservice delivery sector and its impact on the customer’s experience, especially in a moment when the Internet seems to be the tool to meet needs associated with being physically apart. In order to fill this gap, the present study addresses the implications that chatbots’ interaction styles have for younger consumers using this channel for conversational online food delivery (OFD) services. Specifically, this study provides theoretical and practical insights into whether the conversational design of chatbots can influence social, affective, and behavioral intent outcomes. The study adopts an experimental design to investigate the effects of a social- versus task-oriented interaction style chatbot on the level of social presence and trust (social outcomes), perceived enjoyment (affective outcome), and intention to use the conversational OFD service in the future (behavioral intent outcome). Findings from a sample of 171 participants show that the interaction with the chatbot set up with a social-oriented interaction style increased users’ perception of social presence and perceived enjoyment, while it did not have any direct and significant effect on trust and intention to use. The study further supports the role of social presence, trust, and perceived enjoyment as mediators between the chatbot’s interaction style and the intention to use the conversational OFD service.
- Need for touch and haptic imagery: an investigation in online fashion shoppingPublication . Silva, Susana C.; Rocha, Thelma Valeria; Cicco, Roberta de; Galhanone, Renata Fernandes; Mattos, Luiza Tari Manzini FerreiraPrevious research has found evidence that, due to the lack of sensory experience, shoppers are reluctant to purchase a garment online. Despite the importance of identifying possible compensatory cues for touch information, a lack of attention to this issue has been recognized in the literature. On this premise, this study addresses this research agenda to explain the mechanism by which information presentation influences customers' cognitive evaluations and behavioral responses and the role of individual differences in terms of need for touch (NFT). Specifically, drawing on the Stimulus-Organism-Response (S–O-R) paradigm, the study hypothesizes a model investigating whether verbal and pictorial information presentation affect haptic imagery, which in turn is supposed to influence behavioral responses (purchase intention), through a customer's cognitive evaluation (perceived product quality). To validate the research framework, a task-based online experiment was performed. Participants were requested to simulate a purchase experience on an online apparel retailer, after which they completed a questionnaire; 264 valid responses were received. The results support verbal haptic rather than pictorial information as a mechanism influencing haptic imagery and consequently behavioral responses. With regard to NFT, however, the expected moderating effect between haptic imagery, perceived product quality, and purchase intention was not supported.
- What kind of chatbot do millennials prefer to interact with?Publication . Cicco, Roberta de; Silva, Susana C.; Alparone, FrancescaMeshing with the way in which young consumers socially interact, chatbots represent a key factor to address business efforts in enhancing the effectiveness of digital strategies. The conversational aspect of the human-chatbot interaction increases the necessity for this technology to present social behaviours typical of human-human conversations. This calls for a better knowledge of the social factors that enhance young consumers’ use of chatbots. From this perspective, the present study aims at understanding the impact of chatbots’ social characteristics. Through a between-participants factorial design we explore the extent to which the communication style and the visual cue influence perceived social presence and how this in turn, influences Millennials’ intention to adopt chatbots. Findings from 193 Millennials show that a social-oriented communication style increases social presence, which in turn enhances the intention to use the chatbot via perceived enjoyment and attitude.