Effects of rational and social appeals of online recommendation agents on cognition- and affect-based trust

作者：

Highlights：

• RAs utilize two types of appeals to convince online shoppers: rational and social.

• Explanation facilities (as an instance of rational appeal) positively influence cognition-based trust.

• Avatar interfaces (as an instance of social appeal) positively influence affect-based trust only when the avatar is perceived as professional.

• User's cognition-based and affect-based trusts have different consequences.

摘要

Online product recommendation agents (RAs) utilize rational and social appeals to enhance their persuasive power. However, the underlying mechanisms of how these various appeals work are still not clear. In this study, a laboratory experiment was conducted to examine the differential effects of explanation facilities and avatar interfaces as instances of rational and social appeals, respectively. We investigated (1) the effects of these appeals on cognition- and affect-based trust, and (2) the distinct persuasive outcomes of cognition- and affect-based trust.

论文关键词：Recommendation agent,Explanation,Avatar,Trust,Cognition,Affect

论文评审过程：Received 10 September 2015, Revised 28 February 2016, Accepted 22 March 2016, Available online 2 April 2016, Version of Record 8 May 2016.

论文官网地址：https://doi.org/10.1016/j.dss.2016.03.007