Amsterdam School of Communication Research, University of Amsterdam, Amsterdam, Netherlands.
Cyberpsychol Behav Soc Netw. 2020 Oct;23(10):689-696. doi: 10.1089/cyber.2019.0205. Epub 2020 Sep 17.
The aim of this study was to test how two important types of social cues used by virtual assistants today can affect consumer concerns and persuasion. These two cues are modality (voice-based via smart speaker, voice-based via a smartphone, or text-based on a smartphone screen) and the adoption of a human name rather than no name. An online scenario-based experiment ( = 180) has shown that participants who were exposed to a voice-based recommendation via a smart speaker were the most concerned about security and found text-based recommendations on a screen to be the most persuasive. Participants who were exposed to a virtual assistant with a human name were less concerned about their autonomy and were more strongly persuaded than those exposed to an assistant without a human name.
本研究旨在测试当今虚拟助手使用的两种重要社交线索（语音助手、智能手机语音助手和智能手机屏幕文本助手）和采用人类姓名而非无姓名这两种线索如何影响消费者的关注和说服力。一项基于在线场景的实验（ = 180）表明，与通过智能扬声器进行语音推荐的参与者相比，参与者对通过智能手机进行语音推荐最担心安全问题，而他们认为屏幕上的文本推荐最有说服力。与暴露于没有人类姓名的助手的参与者相比，暴露于具有人类姓名的虚拟助手的参与者对其自主权的关注较少，并且被说服的程度更强。
