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Millennials' attitude toward chatbots: an experimental study in a social relationship perspective

2020Artigo científico Acesso aberto
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dc.contributor.authorCicco, Roberta De
dc.contributor.authorSilva, Susana Costa e
dc.contributor.authorAlparone, Francesca Romana
dc.date.accessioned2020-08-07T10:54:02Z
dc.date.available2020-08-07T10:54:02Z
dc.date.issued2020
dc.description.abstractPurpose – 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationCicco, 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), 1213-1233pt_PT
dc.identifier.doi10.1108/IJRDM-12-2019-0406pt_PT
dc.identifier.eid85087642553
dc.identifier.eissn1758-6690
dc.identifier.issn0959-0552
dc.identifier.urihttp://hdl.handle.net/10400.14/30843
dc.identifier.wos000547876800001
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEmeraldpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectChatbotpt_PT
dc.subjectInteraction stylept_PT
dc.subjectAvatarpt_PT
dc.subjectSocial presencept_PT
dc.subjectTrustpt_PT
dc.subjectEnjoymentpt_PT
dc.subjectAttitudept_PT
dc.titleMillennials' attitude toward chatbots: an experimental study in a social relationship perspectivept_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage1233
oaire.citation.issue11
oaire.citation.startPage1213
oaire.citation.titleInternational Journal of Retail and Distribution Managementpt_PT
oaire.citation.volume48
person.familyNameSilva
person.givenNameSusana C.
person.identifierE-2200-2014
person.identifier.ciencia-id5818-1A55-F727
person.identifier.orcid0000-0001-7979-3944
person.identifier.ridE-2200-2014
person.identifier.scopus-author-id37076829400
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication42214927-65c3-42a2-98ea-ae8c3a3eae19
relation.isAuthorOfPublication.latestForDiscovery42214927-65c3-42a2-98ea-ae8c3a3eae19

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