74 research outputs found
“I Am Here to Assist You Today”: The Role of Entity, Interactivity and Experiential Perceptions in Chatbot Persuasion
Online users are increasingly exposed to chatbots as one form of AI-enabled media technologies, employed for persuasive purposes, e.g., making product/service recommendations. However, the persuasive potential of chatbots has not yet been fully explored. Using an online experiment (N = 242), we investigate the extent to which communicating with a stand-alone chatbot influences affective and behavioral responses compared to interactive Web sites. Several underlying mechanisms are studied, showing that enjoyment is the key mechanism explaining the positive effect of chatbots (vs. Web sites) on recommendation adherence and attitudes. Contrary to expectations, perceived anthropomorphism seems not to be particularly relevant in this comparison
Hoe zorg je voor meer engagement met jouw socialmediacontent? :Hoe beleven consumenten verschillende socialmediaplatformen en wat voor gevolgen heeft dit voor advertising?
Hoe zorg je voor meer engagement met jouw socialmediacontent? :Hoe beleven consumenten verschillende socialmediaplatformen en wat voor gevolgen heeft dit voor advertising?
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