Understanding the Navigation Experience: Do Virtual Customer Service Agents Make a Difference?

IF 1.5 Q2 COMMUNICATION

Journal of Creative Communications Pub Date : 2022-04-04 DOI:10.1177/09732586221084137

A. Soares, J. Pinho, António Alves

引用次数: 1

Abstract

The purpose of this study is to contribute to understanding website usage and loyalty and specifically whether the navigation experience varies with the presence of a virtual customer service agent (VCSA) on the website. Two online surveys were carried out with a random sample of 1,000 frequent flyers before and after the inclusion of the VCSA in an airline company website. Results are tested using partial least squares (PLS) structural equation modelling and importance–performance map analysis. Results show that perceived ease of use (PEU), perceived usefulness (PU), perceived visual attractiveness, perceived enjoyment and social presence impact website loyalty. In the website without the VCSA, usability variables (PU and PEU) and perceived visual attractiveness are the strongest antecedents of loyalty, while perceived visual attractiveness and social presence are the strongest predictors in the VCSA setting.

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理解导航体验:虚拟客户服务代理有什么不同吗?

本研究的目的是帮助了解网站的使用和忠诚度，特别是导航体验是否随着网站上虚拟客户服务代理(VCSA)的存在而变化。在VCSA被纳入航空公司网站之前和之后，我们随机抽取了1000名常旅客进行了两次在线调查。使用偏最小二乘(PLS)结构方程模型和重要性-性能图分析对结果进行了检验。结果表明，感知易用性(PEU)、感知有用性(PU)、感知视觉吸引力(视觉吸引力)、感知享受(视觉吸引力)和感知社交存在(social presence)影响网站忠诚度。在没有VCSA设置的网站中，可用性变量(PU和PEU)和感知视觉吸引力是忠诚的最强前因，而感知视觉吸引力和社交存在是VCSA设置下最强的预测因子。

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

Journal of Creative Communications COMMUNICATION-

CiteScore

2.70

自引率

26.70%

发文量

期刊介绍： The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.