| Autor: |
Carolin Ischen, Theo B. Araujo, Hilde A.M. Voorveld, Guda Van Noort, Edith G. Smit |
| Přispěvatelé: |
Persuasive Communication (ASCoR, FMG), Corporate Communication (ASCoR, FMG) |
| Jazyk: |
angličtina |
| Rok vydání: |
2022 |
| Předmět: |
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| Zdroj: |
Internet Research, 32(7), 402-425. Emerald |
| ISSN: |
1066-2243 |
| Popis: |
PurposeVirtual assistants are increasingly used for persuasive purposes, employing the different modalities of voice and text (or a combination of the two). In this study, the authors compare the persuasiveness of voice-and text-based virtual assistants. The authors argue for perceived human-likeness and cognitive load as underlying mechanisms that can explain why voice- and text-based assistants differ in their persuasive potential by suppressing the activation of consumers' persuasion knowledge.Design/methodology/approachA pre-registered online-experiment (n = 450) implemented a text-based and two voice-based (with and without interaction history displayed in text) virtual assistants.FindingsFindings show that, contrary to expectations, a text-based assistant is perceived as more human-like compared to a voice-based assistant (regardless of whether the interaction history is displayed), which in turn positively influences brand attitudes and purchase intention. The authors also find that voice as a communication modality can increase persuasion knowledge by being cognitively more demanding in comparison to text.Practical implicationsSimply using voice as a presumably human cue might not suffice to give virtual assistants a human-like appeal. For the development of virtual assistants, it might be beneficial to actively engage consumers to increase awareness of persuasion.Originality/valueThe current study adds to the emergent research stream considering virtual assistants in explicitly exploring modality differences between voice and text (and a combination of the two) and provides insights into the effects of persuasion coming from virtual assistants. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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