Anthropomorphism and social presence in Human–Virtual service assistant interactions: The role of dialog length and attitudes

作者：

Highlights：

• VSA as a social actor improves the overall online service experience.

• Social presence increases recommendation quality and trust in the VSA.

• Perceived anthropomorphism influences the formation of social presence.

• Attitudes toward VSAs moderate the effects of social presence.

• Dialog length moderates the social presence-trust relationship.

摘要

•VSA as a social actor improves the overall online service experience.•Social presence increases recommendation quality and trust in the VSA.•Perceived anthropomorphism influences the formation of social presence.•Attitudes toward VSAs moderate the effects of social presence.•Dialog length moderates the social presence-trust relationship.

论文关键词：Virtual service assistant,Social presence,Perceived anthropomorphism,Recommendation quality,Dialog length,Attitudes

论文评审过程：Received 8 November 2021, Revised 17 May 2022, Accepted 28 May 2022, Available online 2 June 2022, Version of Record 13 June 2022.

论文官网地址：https://doi.org/10.1016/j.chb.2022.107343