The dark side of virtual agents: Ohhh no!

IF 20.1 1区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE
Rania B. Mostafa , Cristiana R. Lages , Ahmed Shaalan
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Abstract

Virtual agents (VAs) are increasingly used by firms to establish relationships with customers. While this form of artificial intelligence offers numerous advantages, adverse outcomes can arise when customers’ expectations of VAs are not met. This paper examines how the disconfirmation of both parasocial interactions with the VA and its anthropomorphic characteristics affects users’ dissatisfaction with the VA. Such dissatisfaction might then influence subsequent behavioural outcomes, specifically spreading negative word-of-mouth about the VA (NWOMVA) and avoiding future use of VAs. Data were gathered from VA users in Egypt and the UAE via an online questionnaire. The findings from the two studies confirm that all direct hypotheses were supported and that dissatisfaction with VAs mediates the relationships between both negative parasocial interaction disconfirmation (NPID) and negative VA anthropomorphism disconfirmation and the behavioural outcomes of NWOMVA and VA avoidance. Thus, this paper offers managers guidelines on the effective characteristics of VAs, namely anthropomorphism and parasocial interaction, which allow them to identify the pitfalls of VAs and take preventive or remedial actions.

虚拟代理的阴暗面:哦,不
虚拟代理(VA)越来越多地被企业用来与客户建立关系。虽然这种形式的人工智能具有诸多优势,但当客户对虚拟代理的期望得不到满足时,也会产生不利的结果。本文探讨了与虚拟代理的寄生互动及其拟人化特征的不确定性如何影响用户对虚拟代理的不满。这种不满意可能会影响随后的行为结果,特别是传播关于虚拟机构的负面口碑(NWOMVA)和避免今后使用虚拟机构。研究人员通过在线问卷从埃及和阿联酋的虚拟机构用户那里收集了数据。两项研究的结果证实,所有直接假设都得到了支持,对虚拟机构的不满意在消极寄生社会互动不确认(NPID)和消极虚拟机构拟人化不确认与NWOMVA和避免使用虚拟机构的行为结果之间起到了中介作用。因此,本文就虚拟机构的有效特征(即拟人化和寄生互动)为管理者提供了指导,使他们能够识别虚拟机构的陷阱并采取预防或补救措施。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
International Journal of Information Management
International Journal of Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
53.10
自引率
6.20%
发文量
111
审稿时长
24 days
期刊介绍: The International Journal of Information Management (IJIM) is a distinguished, international, and peer-reviewed journal dedicated to providing its readers with top-notch analysis and discussions within the evolving field of information management. Key features of the journal include: Comprehensive Coverage: IJIM keeps readers informed with major papers, reports, and reviews. Topical Relevance: The journal remains current and relevant through Viewpoint articles and regular features like Research Notes, Case Studies, and a Reviews section, ensuring readers are updated on contemporary issues. Focus on Quality: IJIM prioritizes high-quality papers that address contemporary issues in information management.
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