Give An Option, Or Give A Solution? The Role Of Scepticism And Conversational Agents’ Decisional Guidance In Consumer Decision Making - Info and Reading Options
By Yilan Wang
“Give An Option, Or Give A Solution? The Role Of Scepticism And Conversational Agents’ Decisional Guidance In Consumer Decision Making” Metadata:
- Title: ➤ Give An Option, Or Give A Solution? The Role Of Scepticism And Conversational Agents’ Decisional Guidance In Consumer Decision Making
- Author: Yilan Wang
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- Internet Archive ID: osf-registrations-73sfy-v1
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The Internet Archive:
With the application of advanced Artificial Intelligence (AI) and Natural Language Processing (NLP) technologies, conversational agents are becoming increasingly prevalent in real life. Notwithstanding how rapidly these agents are developed and employed in our daily affairs, there is still a lack of research examining the media effects in the direction of persuasive communication. In this regard, the following research aims to bring insights to future studies which focus on the persuasive effects of message wording and psychological traits of conversational agents. It investigates the effects of a representative form of conversational agents, chatbots, on consumer decision-making in the context of leisure consumption from the perspective of consumer psychology. This project is thus a preregistration for the research. An online experiment with 2x2 between-subjects factorial design is conducted among students aged between 16 and 29 at the University of Amsterdam (UvA). The experiment measures how different types of decisional guidance (suggestive vs. informative) given by a chatbot influences consumers’ purchase intention towards the products and services that are mentioned in the chatbot messages. Furthermore, the moderation role of consumer scepticism (high-level vs. low-level) towards chatbots in the effect is studied.
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